Marketing support of innovation policy of tourism and hospitality industry enterprises

The article considers the directions of marketing support of innovation policy of tourism and hospitality industry enterprises. It is established that it is advisable to consider innovation policy as a set of methods and tools aimed at implementing strategic and tactical measures while balancing the product portfolio of the tourism and hospitality industry enterprise with the target needs of consumers. It is proved that the marketing support of innovation policy involves the implementation of operational marketing measures for the development, development and commercialization of competitive product innovations in the process of education and development of ideas, goods and services focused on the effective use of the resource and innovation potential of the enterprise of the tourism and hospitality industry. It is determined that if the enterprises of the tourism and hospitality industry have a high level of innovative development, a balanced portfolio of tourist products, focus on optimal consideration of their weaknesses and strengths, and have their own innovation strategy, then marketing support of innovation policy is appropriate. It was found out that the formation of innovation policy within the framework of the integrated marketing concept is influenced by the innovative potential of the enterprise of the tourism and hospitality industry, the life cycle of tourist services, brand, competitiveness and variety of the range of services.