DIVERSIFICATION OF INTERNATIONAL TRADE IN TOURISM SERVICES THROUGH THE PRISM OF SERVICE-ORIENTED BUSINESS MODELS IN THE DIGITAL SOCIETY ON THE BASIS OF ESG COMPLIANCE

The article examines in detail the process of forming service-oriented business models in international trade in tourism services in a digital society, focusing on the need to integrate product, service and digital components to increase the adaptability and resilience of enterprises. The authors emphasize that traditional linear sales models and classical approaches to service do not provide sufficient efficiency due to the growing turbulence of markets, fragmentation of sales channels, exponential growth of data volumes and accelerated digitalization, which leads to an increase in the entropy of service processes and operational risks. Therefore, the integration of digital platforms, CRM systems, consumer behavior analytics and omnichannel solutions becomes a critical condition for ensuring the continuity of revenues and competitive advantage in global tourism markets. The article proposes a methodological framework that combines diversification of products, geography of presence and sales channels with service-oriented architecture and digital data management. To assess the level of disorder in multi-channel service processes, an entropy approach was used, which allows determining the optimal balance between standardization and flexibility of the business model, while maintaining the ability to innovate and adapt. The formalization of the service-oriented business model is presented in the form of a functional dependence between product and geographical diversification, multi-channel, service and digital architecture, as well as process entropy. Additionally, an integral sustainability indicator was introduced, which takes into account the impact of diversification, digital maturity and the level of entropy on the efficiency and stability of the business system. An important component of modern service business models is ESG compliance, which in international trade in tourist services becomes not only a regulatory requirement, but also a factor in reducing entropy, managing risks and increasing the trust of global partners. The implementation of ESG approaches in service-oriented models contributes to the structural streamlining of operational processes, increases transparency of data work, standardizes interaction with suppliers and minimizes social and environmental risks. The environmental component (E) forms requirements for the sustainability of resources in tourism products, energy efficiency of service platforms and reduction of the carbon footprint of travel; the social component (S) strengthens standards of safety, inclusivity and responsible attitude towards consumers; corporate governance (G) ensures data protection, compliance with international norms, transparency of recommendation algorithms and ethical use of digital analytics. The integration of ESG compliance into service-oriented business models contributes to the formation of predictable operational contours, reduction of regulatory and market entropy, and also increases the investment attractiveness of tourism enterprises operating in international markets. It also provides enterprises with the opportunity to transform global challenges (economic, social, environmental and geopolitical) into sources of structural development and service innovations, forming a financially, operationally and reputationally antifragile business architecture.