FORMATION OF DIGITALIZATION STRATEGY SUBJECT OF HOTEL BUSINESS

Abstract

The article is devoted to the consideration of the system of forming strategies for hotel business digitalization. Considering the crisis circumstances in our country associated with adaptation to the global pandemic and the full-scale military invasion of Ukraine, the hotel business has suffered significant negative impacts. Therefore, there is a need to introduce modern technologies characteristic of the global market. First of all, digitalization is such a tool. Taking into account the positive results of the leaders of the hotel business of Ukraine, who implement various digital technologies in their own business processes on a sufficiently large scale, it can be considered that digitalization is quite effective. The purpose of the article is to substantiate the processes of forming strategies for digitalization of the hotel business. According to the results of the analysis of scientific research by well-known scientists in the field of tourism and hotel business, it is possible to draw conclusions about sufficient scientific interest in the problems of digitalization in this field. Attention is also drawn to the need for systemic approaches, in particular regarding the implementation of digitization strategies. A systematic vision of the components of the implementation of digitalization strategies by subjects of the hotel business of Ukraine has been formed. In the framework of which, the main factors affecting the need to introduce digitalization strategies are revealed, which are considered both from the point of view of the hotel's triggers and needs, and from the point of view of the process approach: at the stages of formation, implementation and monitoring. The areas covered by this strategy are also substantiated: guest needs and expectations, technological infrastructure, organizational design, online presence, digital services for guests, analytics and measurement of results, security and data protection. Groups of parameters for evaluating digitization strategies are also defined: economic, social, ecological, political, technological, market. It was concluded that the implementation of a digitalization strategy is necessary for the effective functioning of the hotel business entity and increasing its competitiveness.