INNOVATIVE ACTIVITY OF TOURISM ENTERPRISES IN THE CONTEXT OF GLOBAL DIGITALIZATION
Abstract
This study emphasizes the importance of innovation and digitalization for developing the tourism industry in the context of the global digital economy. Although Ukraine still faces significant challenges in its tourism industry, the country has the potential to embrace digitalization and become a leader in innovative tourism practices. The study aims to show the direction of digital innovation development of domestic tourism in the context of current challenges. The study used a mixed-methods approach combining qualitative and quantitative research methods. A comprehensive literature review was conducted to identify the latest trends and best practices in tourism innovation and digitalization. In addition, case studies of Ukrainian tourism enterprises were conducted to identify challenges and opportunities for innovation and digitalization in the Ukrainian tourism industry. The results of the study showed that although the use of digital technologies in tourism is still in the early stages of development in Ukraine, there are several areas where digitalization is gaining momentum. These include e-tickets, e-booking, medical tourism, digital advertising, and virtual tours. Despite the significant impact of the ongoing war on the country's infrastructure and tourism industry, Ukraine has the potential to become a leader in tourism innovation and digitalization. The use of electronic tickets, electronic reservations and online payment systems for travel in public transport are already present in the tourism industry of Ukraine. The introduction of virtual tours, which allow tourists to get acquainted with the cultural and historical sights of Ukraine in a unique and interactive way, can attract more visitors to the country. The development of medical tourism infrastructure and digital planning systems for tourists can help Ukraine master the growing segment of the tourism market. In addition, digital advertising and marketing platforms can increase the visibility of Ukraine's tourism potential to a global audience. The practical significance of this study is to identify key areas for innovation and digitalization in the Ukrainian tourism industry, as well as Ukraine's potential to develop its digital tourism capabilities.
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