DIGITAL TECHNOLOGIES AS THE BASIS FOR DEVELOPMENT TOURISM ACTIVITIES IN UKRAINE

Abstract

The scientific article is devoted to the study of possibilities of digitalization of the tourism industry. It is substantiated that tourism in Ukraine is a sphere of socio-economic complex, which in many countries has become a major rapidly developing industry. It serves as a source of foreign exchange earnings and promotes employment of the population; increases the contribution to the balance of payments; contributes to the diversification of the economy through the development of tourism infrastructure; increases the attractiveness of the country as an area of business and business cooperation; creates incentives for the inflow of foreign capital into the national economy. It is proved that tourism needs new approaches to the organization and management, including the use of modern digital technology, which can significantly improve the quality and efficiency of the tourist product. It is established that in the conditions of total digitalization digital transformation of business is the main condition for the survival of companies in the tourism sector in competition. The main driver of these changes is the consumer, they and their needs dictate the conditions in the digital services market. It is noted that the development of digital economy forms the main trends in the tourist market around the world, particularly in Ukraine, the most important of which are: the globalization of tourism business, the active development of transnational Internet resources, the convergence of tourism service providers and consumers, the emergence of new distribution channels of tourism product, the massive access of offline companies to the Internet, changing consumption patterns, the formation of an individual approach in organizing travel, etc. It is established that the latest digital technologies include: big data technologies, cloud services, internet of things, blockchain technologies, mobile technologies and social networks, digital technologies and devices, virtual technologies and others. It is substantiated that for the managers of travel industry companies the use of digital technology allows: increase the investment attractiveness of the tourist enterprise; control labor productivity and efficiency of business processes; quickly detect “weak points” in the management of processes; increase the availability of tourist services, quality of service and provision of services. It is proved that the use of digital technology increases the safety and quality of tourist services.