Abstract
The aim of the article is to study the strategy of diversification of tourism services in the context of digital society and global markets, which is associated with new challenges and opportunities that require adaptation of the services offered. Diversification allows tour operators to reduce risks and increase profitability, focusing on different categories of customers and expanding the range of services offered. The article analyzes the current state of tourism services in the world and in Ukraine. The relevance of strategies for diversification of tourism services in the context of digital society and global markets is substantiated. The main strategies for diversification of tourism services in the digital environment are proposed, among which are: geographical diversification; product diversification; diversification of the client base; diversification through partnerships; innovations in the field of sustainable tourism. It is also determined that in the context of globalization, external and internal factors have a significant impact on the development of the tourism market. Diversification strategies involve expanding businesses by entering new markets, creating new products, or changing existing business models in order to reduce risk and increase profitability, allowing companies to respond more effectively to changing market conditions, avoid dependence on a single product or market, and ensure sustainable development. Studying the diversity of tourism activities, some scientists consider the possibility of using the following types of diversification strategies: vertical (concentric); horizontal; conglomerate. The benefits of diversification include: 1) reduced risk: companies can avoid dependence on a single product or market, which helps minimize the risks associated with market changes or fluctuations in demand; 2) increasing the sales market: entering new markets or creating new products allows you to attract new customers and increase sales; 3) efficient use of resources: diversification allows you to use existing resources and competencies to create new products or enter new markets. The identified advantages and disadvantages of diversification strategies in tourism allowed to assess their impact on the development of digital society, which allows the development of a more efficient, competitive tourism sector of the global market.
Published Version
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