PROSPECTS FOR THE TOURISM INDUSTRY RECOVERY IN THE CONTEXT OF THE DIGITAL ECONOMY FORMATION IN UKRAINE

Abstract

Tourism sector is one of the most information-rich industries today, with information technology covering all parts of the tourism industry. However, an integrated approach to the digital transformation of society, which is expressed in the implementation of national (state and regional) strategies for the development of industries, requires significant adjustments in accordance with local characteristics. It is necessary to determine what combination of steps is crucial to achieve a synergistic effect of interaction between macro- and micro-level actors, taking into account the requirements for a "smart" business environment. The purpose of the article is to analyse the experience of digitalization of tourism activities by the leading countries of the world and to develop a methodological approach to formulating a strategy for rebuilding the national tourism industry based on information technology.

The study examines the processes of transformation of the tourism industry of Ukraine in the context of automation of business processes and digitalization of the entrepreneurial and social environment; analyses the world experience of implementing information technologies in the tourism industry; substantiates the involvement of civil society in the processes of strategic planning and management of tourist destinations in the context of the formation of Ukraine's digital economy. The synergistic effect of the implementation of national programs for the national economy recovery and the formation of new tourist services is described; it is proposed to use the world experience of introducing modern information technologies in the creation and management of tourist destinations in the process of creation of state tourism development programs; an example of combining macro- and micro-projects for the development of recreational infrastructure at different stages of program implementation is given. Using the tourism industry as an example, it is possible to demonstrate the positive aspects of digitalization: convenience, increased sales, time savings, simplification of processing and transmission of a large amount of information, and the emergence of new professions. Promising in this area of research is the development and implementation of programs for the digital transformation of the business environment and the service sector at the level of individual tourist destinations, considering local characteristics of consumer demand and peculiarities of recreational resources.