К ВОПРОСУ О СОЗДАНИИ РЕГИОНАЛЬНОЙ БИЗНЕС-ЭКОСИСТЕМЫ ТУРИЗМА И ГОСТЕПРИИМСТВА

Abstract

The article presents the results of a study of the relevance of the development of a regional digital ecosystem of tourism and hospitality in the framework of ensuring the transition to the concept of "Tourism 4.0". The main trends and drivers that form the demand for the sale, booking and provision of tourist services on the Internet are considered. The trends of changes in consumer behavior that positively affect the increase in demand and volume of users of digital services, which include the development of services and the growth of the e-commerce market, the positive dynamics of the growth of mobile online sales and the formation of consumer habits of mobile content consumption, an increase in the number of users involved during the pandemic and the economic maturation of generation Z users, are considered. The data on the level of integration into the Internet of tourist enterprises providing information services and carrying out commercial activities on the Network are presented. The current range of digital solutions is presented and the current state of their implementation in the business processes of the tourism and hospitality industry in Russia is analyzed, promising technologies from the point of view of efficiency are identified. The changes in the online segment of tourist services in 2022 related to the withdrawal from the market of foreign services for booking accommodation, air tickets, etc., as well as the initiation of Russian digital projects designed to serve the existing demand of domestic and inbound tourist flows are analyzed. As a result, the author draws conclusions about the feasibility of creating regional tourism and hospitality industries along with the national ecosystem and provides examples of projects already being implemented. Among the important conclusions can be noted: the inability of the all-Russian platform to take into account the specifics of a particular region, as a result of which a single ecosystem standard can negatively affect the competitiveness of regional tourism products and services; mutual integration of national and regional ecosystems will increase the user base of services, as well as form an in-depth system for collecting and analyzing user data on behavior scenarios and decision-making for the formation of promotion and management strategies assortment and tourist flows.