ПУТИ СОВЕРШЕНСТВОВАНИЯ ИМПОРТОЗАМЕЩЕНИЯ В СФЕРЕ УСЛУГ ГОСТЕПРИИМСТВА

Abstract:
The aim of this article is to identify ways to improve import substitution in the hospitality services sector. The study has shown that the measures implemented against the backdrop of intensifying sanctions are reactive and fragmented in nature, while a unified import substitution policy that accounts for the current deficits in this sector and its regional specifics is lacking. In this regard, the systematization of pathways for improving import substitution processes can serve as a useful tool for designing regional and federal programs, the long-term implementation of which will enable the domestic hospitality sector to achieve a high level of competitiveness. The research employs methods of systems analysis, comparative statistical analysis, generalization, and expert opinion review. Taken together, these methods have made it possible to identify three key areas requiring the development and implementation of organizational and economic measures aimed, first, at building national brand equity in the hotel industry; second, at developing national loyalty systems that incorporate all organizational structures involved in creating the tourism product; and third, at establishing a digital tourism ecosystem as the foundation for effective interaction and integration among enterprises and organizations within the tourism sector of the economy. The practical significance of the findings lies in the fact that a systemic interrelation has been established between the measures aimed at improving import substitution, and it has been demonstrated that addressing them jointly will deliver the most meaningful outcomes for the hospitality sector. The conclusions and recommendations obtained may serve as the basis for a conceptual approach to designing the organizational and economic mechanism of import substitution in the hospitality services sector.