DIGITAL TRANSFORMATION OF QUALITY MANAGEMENT TO SUPPORT A SUSTAINABLE TOURISM AND HOSPITALITY ECOSYSTEM

The article develops a theoretical model of digital transformation of quality management «Quality 5.0», which integrates digital technologies, quality management, ESG principles and ecosystem development. Methodological justification of 5 levels of key components of «deployment» of digital transformation of quality management is carried out: digital technologies (AI, Big Data, IoT, Blockchain, CRM/PMS/ERP), the provisions of quality management concepts (TQM, ISO 9001; Lean; Six Sigma; Service Quality), innovation and management mechanisms for ensuring human-centricity, ESG integration and ecosystem cluster interaction. The purpose of this article is to theoretically substantiate and build a model of digital transformation of quality management «Quality 5.0» based on the methodology of deploying "structural elements" of management in order to ensure environmental friendliness, human-centricity, innovation, and effectiveness The article confirms the hypothesis that the combination of digitalization, ESG integration, and an ecosystem approach to quality management creates and ensures the long-term social, economic, and environmental sustainability of the tourism and hospitality sector. The methodological basis of the article is a systems approach, structural-functional analysis, the method of "quality function deployment", logical generalization, institutional approach. These technologies were used to substantiate the «Quality 5.0» model. The provisions of the concepts of the digital economy, total quality management, ESG and sustainable development were applied to structure the constituent elements of the quality management transformation It is substantiated that digitalization transforms quality management with a control tool into a strategic management system for innovation, customer experience, resource efficiency and sustainability The scientific novelty of the article lies in the formation of an integrated conceptual model «Digital Transformation of Quality Management for Sustainable Tourism and Hospitality Ecosystem», which for the first time systematically combines digital technologies, quality management, ESG principles, and an ecosystem approach within a single theoretical construct. The practical implementation of the «Quality 5.0» model will ensure the long-term social, economic and environmental sustainability of the business of tourism and hospitality entities.