INNOVATIVE INFORMATION AND COMMUNICATION TECHNOLOGIES IN THE SPHERE OF TOURISM

Abstract

It has been proven that innovative information activities in the field of tourism are aimed at creating a new or changing an existing product, improving transport, hotel and other services, developing new markets, introducing advanced information and telecommunication technologies and modern forms of organizational and management activity. It is justified that the latest information technologies are becoming determining factors for the competitiveness of the tourism industry and the activation of exchanges with other sectors of the economy related to it. It was determined that innovation as a process or as a product can become one of the main income items of the enterprise, significantly influencing the increase in profit. The higher the innovation potential, the higher the expected real profit. The emergence of modern means of information and communication caused a significant impact on social production and people's lives. Today, modern tourist activity and the work of tourist enterprises cannot be imagined without the Internet. Modern audio-video technology has significantly changed management technology, and the management process is carried out in real time. Thus, information tools and services are being integrated in all types of tourism activities, in particular, by small businesses. Their use by public and private tour operators, especially small and medium-sized enterprises, is increasing and is manifested in awareness raising and partnership initiatives, as well as the proper use of various national and European programs. It examines how the tourism industry has responded to various forces of change by adopting a new paradigm that embraces tourism-led innovation. The widespread use of CRM applications, the use of social media/user media, videos, blogs and tweets, and customer-driven innovation (CDI) to create new travel products have become a driving force in tourism. Technological progress creates new materials and allows machines and everyday objects to become "smart". The move towards open systems will allow all these technologies to interact with each other, leading to new opportunities for streaming travel processes. All of these developments are coming together to create a brave new world that may be even more powerful than the rise of the Internet and social media. The revolution of the past two decades seems to have taken place and now offers both travelers and the tourism industry the means to realize a future that was only imagined a few years ago.