THE ROLE OF INNOVATION IN SHAPING THE STRATEGY OF THE ORGANIZATION OF THE TOURISM SECTOR
Now, the tourism industry is a sector of the world economy that is rapidly developing. The modern tourism industry is considered one of the most constantly functioning and steadily developing trends of the world economic system. The impact of negative factors (pandemics, local armed conflicts, etc.) in the short term may affect the decline in the volume of the market, both global and territorial. However, with a long-term planning horizon, this market segment will certainly develop. Strategic management in the organization is of paramount importance, because in its process, further prospects and the state of the company are analyzed, and certain solutions are sought in various variants of the development of market situations. The progress of the modern industrial economy is based on the innovative development of enterprises. The introduction of technical, technological, economic, organizational and managerial innovations is increasingly considered by companies as one of the strategically important ways to increase the competitiveness of goods and services, as well as to maintain high rates of development and profitability of the enterprise, especially in conditions of severe competition. The state of innovation potential determines the choice of a particular strategy of the enterprise, which can be defined as a measure of readiness to fulfill the defined goals in the field of innovative development of the company.