Innovation and investment strategies for the development of tourism enterprises as subjects of the hospitality industry

Lokhman, Natalіa and Лохман, Наталя Володимирівна and Лохман, Наталья Владимировна and Korenitsyna, Tetyana and Кореніцина, Тетяна Володимирівна and Кореницына, Татьяна Владимировна and Gryshchuk, Oksana and Грищук, Оксана Анатоліївна and Грищук, Оксана Анатольевна (2021) Innovation and investment strategies for the development of tourism enterprises as subjects of the hospitality industry. Вісник ДонНУЕТ (1(74)). pp. 100-107. ISSN 2079-4819

Preview

Text 2 Lokhman_article_2021.pdf Download (513kB) | Preview

Abstract

Based on the study, a procedure for the integration of innovative and investment strategies of tourism enterprises, which involves comparing a separate type of innovativestrategy (traditional, opportunistic, imitative, defense, offensive) with a separate typeof investment strategy (preservation, accumulation, moderate growth, aggressive growth)is proposed. Based on these data, innovative investment strategies for tourism enterprisesusing 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 investmentstrategy 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 ofinformation potential) and investment (index of growth of own investments, index of growthof attracted investments, index of growth of profit on own investments, index of growth ofprofit on attracted investments, index of sufficiency of investments) potentials. To determinethe innovation and investment strategy for the development of tourism enterprises, a ratingscale is developed for assessing the integral indicator of the intensity of the innovationstrategy and the integrated indicator of the intensity of the investment strategy. Accordingly, innovation-investment strategies for the development of the tourism enterprises understudy are identified. The positions of tourism enterprises in the modified GE / McKinseymatrix on the definition of an innovative investment strategy for the development of tourismenterprises are presented.

Actions (login required)

View Item