CONCEPTUAL MODEL OF DIGITALIZATION OF HOSPITALITY INDUSTRY ENTERPRISES IN A REGIONAL ECONOMIC SYSTEM

Abstract

The article substantiates a conceptual model for the digitalization of hospitality industry enterprises within a regional economic system. The concepts of "model," "concept," and "conceptual model" are delineated in the context of enterprise management, demonstrating the advantages of conceptual modeling for formalizing complex socio-technical-economic systems. Digitalization is defined as a multidimensional process unfolding simultaneously in technological, organizational, and cultural dimensions, with a clear distinction drawn from related notions – digitization and digital transformation. Digital maturity models (including the MIT/Capgemini matrix and a specialized model for micro and small enterprises) are analyzed as applied to service enterprises, and typical barriers to digital technology adoption are identified with an emphasis on small and medium-sized businesses: legacy system integration, staff skills shortages, budget constraints, and resistance to change. The sectoral specifics of the hospitality industry that shape digital solutions are explored, including demand seasonality, customer orientation, high human factor share, and regional embeddedness to a specific destination. A four-component model architecture is substantiated, integrating analytical, communicational, financial, and organizational-managerial components with cyclical interconnections. It is demonstrated that inter-component linkages function as feedback loops in the spirit of system dynamics, while the regional environment configures the parameters of each component. Empirical verification is conducted using data from Lviv Oblast enterprises, considering the regional smart-specialization strategy, IT cluster potential, and the growth of domestic tourism under martial law conditions.