Abstract
The article is devoted to substantiating the architecture of an adaptive system for strategic management of competitiveness of hotel and restaurant service enterprises, capable of functioning in the environment of digital service ecosystems. The study aims to develop the theoretical and methodological foundations and an architectural model of such a system, which integrates the internal business processes of hospitality establishments with the mechanisms of external digital platforms based on continuous real-time feedback. In the course of the scientific research, general scientific methods were used: analysis and synthesis, systems approach, content analysis of scientific sources, comparative analysis of the functionality of leading platforms (Booking, Expedia, TripAdvisor, Glovo, Bolt Food), the method of architectural modelling based on the principles of service-oriented architecture, as well as the method of expert evaluation for verification of the proposed solutions. The results of the study show that the competitiveness of a hotel and restaurant enterprise in the ecosystem landscape has a relational and emergent nature, being formed simultaneously in the physical and digital contours of value creation. The proposed architecture comprises four integrated subsystems: sensory monitoring, predictive modelling and digital twins of competitive situations, dynamic formation of a strategic portfolio, and a “strategic reflex” subsystem for automated response to weak signals. The adaptation mechanism is implemented as a five-stage cycle of “monitoring – assessment of capability gaps – selection of strategic options – implementation through flexible service architectures – system learning,” which transforms strategic management into a continuous self-learning loop. The main barriers to implementation have been identified: financial constraints, incompatibility of IT systems, shortage of digital competencies among staff, and managerial resistance to change. The obtained results create a basis for enhancing the resilience and adaptability of domestic hospitality enterprises in the conditions of the platform economy.
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