The purpose of this study is to specify creativity in the context of economic and managerial factors, as well as the approach to measuring the components of the creative potential of a hotel enterprise. The scientific result of the study is the expansion of scientific ideas about the essence and specificity of the creative potential of a hotel enterprise. Also, a systemic relationship of the components of creativity that can be integrated into the creative potential of a hotel enterprise has been formed, which made it possible to form a list of indicators for their assessment. The integration of creative potential into economic and managerial practice is a multi-level process aimed at optimizing solutions and achieving sustainable growth.
creative potential, hotel product, components of creative potential, assessment of creative potential
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