Management and marketing technologies in the digital economy of tourism

Abstract

As a phenomenon, the digital economy of tourism is rapidly being formed in the context of the development of the digital economy. This allows asserting that production, distribution, exchange, and consumption of tourist products at all levels of the given sphere of economy is increasingly integrated with unified technologies, telecommunication, specialized mobile downtime, and software, which for users forms an opportunity to create and book tours independently, bypassing agents and tour operators, for business entities, access to new management and marketing technologies is formed, expanding their content and scope of application. The article is aimed at the systematization and systematic description of management and marketing technologies in the digital economy of tourism. Within the framework of the study, attention is paid to the fact that the digital economy of tourism for business entities forms access to new management and marketing technologies, expanding their content and scope of application. It has been stated that within the framework of marketing in the digital tourism economy it is SMM and RTB systems change the nature of consumers communication in the direction of personalization and omnichannel). At the same time, the client service is improved without additional burden on the employees. The new approach to the selection of advertising areas is realized mainly based on SMM and SEM systems and SEO optimization. It is proved that within the framework of management in the digital economy of tourism ERP systems cause enterprises to refuse outdated disintegrated rules and approaches to management since they As a phenomenon, the digital economy of tourism is rapidly being formed in the context of the development of the digital economy. This makes it possible to assert that the production, distribution, exchange, and consumption of tourist products at all levels of the given sphere of the economy are increasingly integrated with unified technologies, telecommunication, specialized mobile downtime, and software. This for customers to form an opportunity to create and book tours independently, passing agents and tour operators. This for business entities forms access to new management and marketing technologies, expanding their content and scope of application. In particular, as for management, there are currently formed quite specific technologies, implementation of are oriented on the integration of processes of tourist product production and labor resources management by balancing and optimization of all economic resources. BPR systems, digital benchmarking, controlling, and grading facilitate changes in planning, organization, motivation, and control processes. Prospects of further developments in this direction lie in the development of digital models of management and marketing and digital models of management of the new tourist products market entering process.