HOSPITALITY 5.0 AS A HUMAN-CENTRIC PARADIGM OF DIGITAL TRANSFORMATION IN THE HOSPITALITY INDUSTRY
Abstract
The article explores the concept of Hospitality 5.0 as a human-centered paradigm of digital transformation in the hospitality industry. The relevance of the study is determined by the need to develop models capable of ensuring the effective integration of digital technologies and human potential in the context of accelerated digitalization, increasing demand for personalized services, and the growing necessity for resilience of hospitality enterprises to crisis-related challenges. The aim of the article is to develop a conceptual model of Hospitality 5.0 as a human-centered paradigm of digital transformation in the hospitality industry. The methodological framework of the study is based on methods of literature analysis and synthesis, a systems approach, logical modeling, and conceptual design. The findings indicate that most contemporary studies focus primarily on individual technological aspects of digital transformation, while the comprehensive integration of technological, human, service, ethical, and organizational dimensions of hospitality development remains insufficiently explored. As a result, a conceptual Hospitality 5.0 model is proposed, integrating technological, human, service, ethical, and resilience-oriented dimensions into a unified value-creation system for guests. A matrix for the allocation of functions between digital systems and employees across different stages of the guest journey is developed, key directions for the transformation of employee competencies are identified, and mechanisms for balancing operational efficiency with the human-centered nature of service are substantiated. The study demonstrates that the competitiveness of hospitality enterprises in the context of digital transformation increasingly depends on their ability to integrate technological innovation, human capital, and ethical governance principles into a coherent system for creating high-quality guest experiences. The practical significance of the proposed model lies in its applicability to the development of digital transformation strategies for hospitality enterprises, the improvement of human resource management systems, and the design of competency development programs in the context of Hospitality 5.0.
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