THE ROLE OF DIGITAL PLATFORMS IN THE GROWTH OF THE TOURIST BUSINESS

Abstract

The article considers the role of digital platforms in the growth of the tourism business. The advantages of the introduction of digital platforms include: stimulating innovation, expanding the market, reducing costs, improving security, quality of operations, the formation of consumer value, improving the efficiency of enterprises, profitability, competitiveness. The first digital innovations in tourism appeared in the field of transport and accommodation services (e-booking, e-tickets, e-visas). The most common digital technologies in the field of tourism are Big Data, blockchain, artificial intelligence, mobile applications, virtualization technologies, intellectual works, the Internet of Things, etc. Digital technologies are also an effective tool for promoting the tourism potential of cities and are used by “smart” tourist destinations. They are already partially implemented in such cities as Lviv, Kyiv, Odessa. When implementing digital technologies, the following principles should be followed: efficiency (the benefits and costs of innovation should be compared), expediency (innovations should be useful and necessary), validity (need to justify the need for innovation), system (digital technologies should be implemented in different areas), adaptability (adaptation to specific conditions), sustainability (innovations should bring useful economic, environmental and social effects). The main deterrents to the use of digital technologies are their high cost, no or weak Internet connection, imperfect legislation, lack of certain technologies, as well as government support for their implementation. The disadvantages of digitalization are that it can lead to unemployment, and there are also security concerns. Digital technologies will continue to actively develop, will capture all spheres of public life.