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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

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Liburkina L. M.

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Digital Innovations in the Tourism and Hospitality Sector of the Kharkiv Region
Kraynyuk L. M., Polchaninova I. L., Pokolodna M. M., Vlashchenko N. M.

Kraynyuk, Lyudmyla M. et al. (2020) “Digital Innovations in the Tourism and Hospitality Sector of the Kharkiv Region.” Business Inform 7:100–112.
https://doi.org/10.32983/2222-4459-2020-7-100-112

Section: Regional Economy

Article is written in Ukrainian
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UDC 338.48-6:615.8

Abstract:
The article presents the results of research on the status and perspectives of introduction of digital innovations in the tourism and hospitality market of Kharkov region in the context of four analysis axes: innovation of corporate website, e-commerce, information-communication technologies in business management and customer relationship management. The publication is aimed at analyzing the current status of using digital innovations by enterprises in the tourism and hospitality sector of Kharkiv region, as well as defining the most promising digital technologies for the further development of this sector. The subject of the study are managerial and organizational-economic relations arising in the process of development of the regional tourism and hospitality market in the conditions of digitalization. The analysis of the regional market related to digital innovations in the tourism and hospitality sector, was carried out with the use of quantitative data provided by the regional Department of Statistics, along with the information obtained as a result of a questionnaire survey of 116 enterprises of the sector. Using of fuzzy measures and the Choquet integral, the article identifies the factors of innovation that most influence the competitiveness of business in the sphere of tourism and hospitality, as well as the extent of their interaction. It is grounded that digitalization is an important instrument to increase the innovativeness of the business in the tourism and hospitality sector. Among the types of digital technologies that have the greatest impact on the process of business efficiency improvement, the innovations related to the improvement of corporate site and e-commerce, in particular the introduction of fintech and the use of artificial intelligence, are determined. The results of this research can be used by both regional and local authorities, management of enterprises of the regional tourism and hospitality market in determining the target priorities, forming and implementing the strategy of digital transformation, development of regional programs to promote the development of internal tourism.

Keywords: sector of tourism and hospitality, digital innovations, digital technologies, digitalization.

Fig.: 5. Tabl.: 5. Bibl.: 18.

Kraynyuk Lyudmyla M. – Candidate of Sciences (Engineering), Professor, Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Polchaninova Iryna L. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Pokolodna Mariia M. – Candidate of Sciences (Geography), Associate Professor, Associate Professor, Department of Tourism and Hospitality, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Vlashchenko Nataliia M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Hotel Industry, O. M. Beketov National University of Urban Economy in Kharkiv (17 Chornohlazivska Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

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