INNOVATION AND INVESTMENT STRATEGIES FOR THE DEVELOPMENT OF TOURIST ENTERPRISES AS HOSPITALITY INDUSTRY SUBJECTS

Abstract

Objective. Based on the integrated indicator of the intensity of the innovation strategy and the integrated indicator of the intensity of the investment strategy the objective of the article is to determine the innovation and investment strategy for the development of tourism enterprises as hospitality industry subjects. Methods. In the course of the research, the following methods are used: methods of theoretical generalization and comparison, analysis and synthesis (to determine the notion of the concept of “innovation and investment strategy”), index (to calculate the intensity of innovative and investment strategies using integrated indicators), matrix (to form a modi-fied GE / matrix McKinsey on the definition of innovative investment strategy of tourism enterprises). Results. Based on the study, a procedure for the integration of innovative and investment strategies of tourism enterprises, which involves comparing a separate type of innovative strategy (traditional, opportunistic, imitative, defense, offensive) with a separate type of investment strategy (preservation, accumulation, moderate growth, aggressive growth) is proposed. Based on these data, innovative investment strategies for tourism enterprises using the modified GE / McKinsey matrix (investment plateau, innovation breakthrough, innovation pole, innovation circuit, innovation springboard, innovation pit, innovation plateau) are offered. Using the index method, the intensity of the innovation and investment strategy is calculated as integral indicators, which consist of individual indicators of innovation (growth index of financial potential, growth index of material and technical potential, growth index of staff potential, growth index of marketing potential, growth index of information potential) and investment (index of growth of own investments, index of growth of attracted investments, index of growth of profit on own investments, index of growth of profit on attracted investments, index of sufficiency of investments) potentials. To determine the innovation and investment strategy for the development of tourism enterprises, a rating scale is developed for assessing the integral indicator of the intensity of the innovation strategy and the integrated indicator of the intensity of the investment strategy. Accordingly, innovation-investment strategies for the development of the tourism enterprises under study are identified. The positions of tourism enterprises in the modified GE / McKinsey matrix on the definition of an innovative investment strategy for the development of tourism enterprises are presented.