BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

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

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Strategies for Diversifying Tourism Services in the Context of Digital Society and Global Markets
Khalatur S. M., Zhylenko K. М.

Khalatur, Svetlana M., and Zhylenko, Kateryna М. (2024) “Strategies for Diversifying Tourism Services in the Context of Digital Society and Global Markets.” Business Inform 9:274–280.
https://doi.org/10.32983/2222-4459-2024-9-274-280

Section: Economics of Trade and Services

Article is written in Ukrainian
Downloads/views: 2

Download article (pdf) -

UDC 658.14

Abstract:
The aim of the article is to study the strategy of diversification of tourism services in the context of digital society and global markets, which is associated with new challenges and opportunities that require adaptation of the services offered. Diversification allows tour operators to reduce risks and increase profitability, focusing on different categories of customers and expanding the range of services offered. The article analyzes the current state of tourism services in the world and in Ukraine. The relevance of strategies for diversification of tourism services in the context of digital society and global markets is substantiated. The main strategies for diversification of tourism services in the digital environment are proposed, among which are: geographical diversification; product diversification; diversification of the client base; diversification through partnerships; innovations in the field of sustainable tourism. It is also determined that in the context of globalization, external and internal factors have a significant impact on the development of the tourism market. Diversification strategies involve expanding businesses by entering new markets, creating new products, or changing existing business models in order to reduce risk and increase profitability, allowing companies to respond more effectively to changing market conditions, avoid dependence on a single product or market, and ensure sustainable development. Studying the diversity of tourism activities, some scientists consider the possibility of using the following types of diversification strategies: vertical (concentric); horizontal; conglomerate. The benefits of diversification include: 1) reduced risk: companies can avoid dependence on a single product or market, which helps minimize the risks associated with market changes or fluctuations in demand; 2) increasing the sales market: entering new markets or creating new products allows you to attract new customers and increase sales; 3) efficient use of resources: diversification allows you to use existing resources and competencies to create new products or enter new markets. The identified advantages and disadvantages of diversification strategies in tourism allowed to assess their impact on the development of digital society, which allows the development of a more efficient, competitive tourism sector of the global market.

Keywords: strategy, diversification, tourism services, digital society, global market.

Fig.: 2. Bibl.: 14.

Khalatur Svetlana M. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Finance, Banking and Insurance, Dnipro State Agrarian and Economic University (25 Academician Serhiy Yefremov Str., Dnipro, 49027, Ukraine)
Email: [email protected]
Zhylenko Kateryna М. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Tourism Business and Hospitality, Oles Honchar Dnipro National University (72 Nauky Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]

List of references in article

Bahorka, M. O., and Bilotkach, I. A. “Dyversyfikatsiia yak faktor pidvyshchennia efektyvnosti diialnosti pidpryiemstv v suchasnykh umovakh“ [Diversification as a Factor in Increasing the Efficiency of Enterprises in Modern Conditions]. Investytsii: praktyka ta dosvid. 2009. http://www.investplan.com.ua/pdf/10_2009/6.pdf
Hrytsevych, V. “Prosuvannia brendu za dopomohoiu zasobiv tsyfrovoho marketynhu“ [Brand Promotion Using Digital Marketing Tools]. Ekonomichnyi i sotsialnyi rozvytok Ukrainy v KhKhI stolitti: natsionalna viziia ta vyklyky hlobalizatsii. Ternopil: TNEU, 2020. 60-61.
Dekhtiar, N. A. Svitovyi rynok turystychnykh posluh i priorytety rozvytku turyzmu v Ukraini [The World Market of Tourist Services and Priorities for the Development of Tourism in Ukraine]. Kharkiv: FOP Liburkina L. M., 2021.
Dychkovskyi, S. I. “Vplyv innovatsiinykh tekhnolohii na rozvytok kulturnoho turyzmu“ [The Influence of Innovative Technologies on the Development of Cultural Tourism]. Humanitarnyi korpus, no. 29 (2019): 125-127.
Dychkovskyi, S. I. “Stanovlennia tsyfrovoho suspilstva v konteksti transformatsii turystychnykh tekhnolohii“ [The Formation of a Digital Society in the Context of the Transformation of Tourism Technologies]. Kulturolohiia ta sotsialni komunikatsii: innovatsiini stratehii rozvytku. Kharkiv: KhDAK, 2020. 96-.
Nikitenko, K. S. “Osoblyvosti menedzhmentu turystychnoho biznesu v umovakh hlobalnoi nestabilnosti“ [The Specifics of Tourism Business Management in the Conditions of Global Instability]. Aktualni problemy ekonomiky, no. 5 (2024): 34-40. DОІ: 10.32752/1993-6788-2024-1-275-34-40
Panchenko, V. A., and Baran, R. Ya. “Perspektyvni sfery ta napriamy rozvytku turystychnoho sektora Ukrainy iz zastosuvanniam suchasnoho marketynhovoho instrumentariiu“ [Perspective Areas and Directions of Development of the Ukraine Tourist Sector with the Application of Modern Marketing Tools]. Visnyk Khmelnytskoho natsionalnoho universytetu. Seriia «Ekonomichni nauky», vol. 1, no. 5 (2021): 76-81. DOI: 10.31891/2307-5740-2021-298-5(1)-13
Ryha, I. I., and Roshko, S. M. “Tendentsii rozvytku svitovoho rynku turystychnykh posluh“ [Development Trends of the World Market of Tourist Services]. Visnyk Khersonskoho natsionalnoho tekhnichnoho universytetu, no. 4 (2023): 396-400. DOI: https://doi.org/10.35546/kntu2078-4481.2023.4.51
Velychko, O. et al. “A guarantor in the quality management system of educational programs: a case of Ukrainian universities“. Problems and Perspectives in Management, vol. 18, no. 4 (2020): 153-166. DOI: https://doi.org/10.21511/ppm.18(4).2020.14
Khalatur, S. et al. “Paradigm transformation of the economic crises modeling“. Financial and Credit Activity Problems of Theory and Practice, vol. 4 (2022): 285-297. DOI: 10.55643/fcaptp.4.45.2022.3833
Khalatur, S. et al. “Impact of selected factors on digitalization of financial sector“. Entrepreneurship and Sustainability, vol. 10, no. 1 (2022): 358-377. DOI: https://doi.org/10.9770/jesi.2022.10.1(19)
Khalatur, S. et al. “Financial security as a component of ensuring innovative development of agricultural production“. Financial and Credit Activity Problems of Theory and Practice, vol. 3 (2023): 341-356. DOI: https://doi.org/10.55643/fcaptp.3.50.2023.4050
Khalatur, S. et al. “Anti-crisis management as a basis for the formation of a financial mechanism for the sustainable development of agricultural business“. Financial and Credit Activity Problems of Theory and Practice, vol. 5 (2023): 341-356. DOI: https://doi.org/10.55643/fcaptp.5.52.2023.4169
Savchenko, T. et al. “Management of the development of the regional markets for poultry products in Ukraine“. Management Theory and Studies for Rural Business and Infrastructure Development, vol. 45, no. 3 (2023): 267-275. DOI: https://doi.org/10.15544/mts.2023.27

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster