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Digitalization as a New Paradigm for Managing the Development of Tourism in Ukraine in the Post-War Period
Нaponenko H. I., Yevtushenko O. V., Shamara I. M., Vasylenko V. Y.

Нaponenko, Hanna I. et al. (2022) “Digitalization as a New Paradigm for Managing the Development of Tourism in Ukraine in the Post-War Period.” Business Inform 10:114–125.
https://doi.org/10.32983/2222-4459-2022-10-114-125

Section: Economics of Trade and Services

UDC 338.48:658.512

Abstract:
The article, based on the analysis of the main trends in the development of the tourism market in the context of global digitalization, which has intensified in the field of tourism and hospitality, substantiates structural changes in the tourist services market of Ukraine. The subject of the study is the introduction of digital technologies in the tourism industry of Ukraine in the post-war period. The purpose of the article is to study the features of the use of digital technologies in the tourism industry of Ukraine. The achievement of this goal was facilitated by the solution of the following tasks: to explore various forms of digitalization in the tourism industry of Ukraine; to offer an improved conception of managing the development of tourism in Ukraine in the post-war period. The article used methods of analysis and synthesis to summarize the development of digital technologies in tourism; method of comparative analysis – to compare the experience of international and national digital tourism development; prognostic methods – to outline the prospects for further development of digital tourism in Ukraine in the post-war period. The authors made an attempt to predict the prospects for digitalization of the tourism industry of our country based on the integration of several defining areas – AR (augmented reality), VR (virtual reality), AI (artificial intelligence), as well as robots and blockchain technologies. The article quite fully covers the issues of digital support of business processes in the field of tourism, analyzes the opportunities and prospects of tourism BigData, which are used for analyzing information, making forecasts, sustainable developing the tourism industry. The deliberate implementation of best practices in the field of digital technologies can help our country’s tourism industry implement strategies that become possible by the wider use of digital content and platforms. The provision of a modern business model will help stabilize the working environment in the post-war period, while stimulating an innovative approach in the field of tourism.

Keywords: digitalization, digital technologies in tourism, blockchain technologies, augmented reality, virtual reality, tourism BigData, robotization.

Fig.: 3. Tabl.: 3. Bibl.: 11.

Нaponenko Hanna I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Country Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Yevtushenko Olena V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism and Regional Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Shamara Irina M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Tourism Business and Regional Studies, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Vasylenko Vladyslav Yu. – Masters Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

“The Digital Economy and Society Index (DESI) 2020“. European Commission. https://digital-strategy.ec.europa.eu/en/library/digital-economy-and-society-index-desi-2020
Yashchyshyna, I. V. “Realizatsiia kontseptsii smart-turyzmu: svitovyi dosvid ta vitchyzniana praktyka“ [Realization of the Smart Tourism Concept: World Experience and Domestic Practice]. Naukovi zapysky Natsionalnoho universytetu «Ostrozka akademiia». Seriia «Ekonomika», no. 14 (2019): 54-59. DOI: 10.25264/2311-5149-2019-14(42)-54-59
Makhovka, V. M. “Interaktyvni ta Smart-Tekhnolohii v turyzmi“ [Interactive and Smart Technologies in Tourism]. In Metodolohiia ta praktyka staloho rozvytku turyzmu, 148-155. Poltava: Astraia, 2018.
“Mobile AR: Who's Using it? When? And How?“ ARtillery Intelligence. https://artillry.co/artillry-intelligence/mobilear-usage-and-consumer-attitudes/
Keckes, A. L., and Tomicic, I. “Augmented Reality in Tourism - Research and Applications Overview“. Interdisciplinary Description of Complex Systems, vol. 15, no. 1 (2017): 158-168.
“Pro dosvid vykorystannia dopovnenoi realnosti v Ukraini“ [About the Experience of Using Augmented Reality in Ukraine]. Zruchno.Travel. https://zruchno.travel/ObjectSearch?ObjectType=2&Cat=18&RegionId=1&DateStart=2019-01-04&DateEnd=2021-01-04&CurrentPage=2&lang=
Keller, B. et al. “Augmented Reality In The Travel Industry: A Perspective How Modern Technology Can Fit Consumer's Needs In The Service Industry“. In Naples Forum on Service, 101-120. Naples, Italy, 2015.
Korotenko, O. “Ne vykhodiachy z domu: virtualni ekskursii muzeiamy i ne tilky“ [Without Leaving Home: Virtual Tours of Museums and Beyond]. Bazilik. https://bazilik.media/ne-vykhodiachy-z-domu-virtualni-ekskursii-muzeiamy-i-ne-tilky/
“Top-10 naikrashchykh virtualnykh ekskursii v Ukraini“ [Top 10 Best Virtual Tours in Ukraine]. Unian. March 20, 2020. https://www.unian.ua/tourism/lifehacking/10922969-top-10-naykrashchihvirtualnih-ekskursiy-v-ukrajini.html
Haponenko, H. I. et al. “Problemy ta perspektyvy vprovadzhennia blokchein-tekhnolohii u turystychnii haluzi Ukrainy“ [Problems and Prospects of Implementation of Blockchain Technologies in the Tourist Industry of Ukraine]. Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia «Mizhnarodni vidnosyny. Ekonomika. Krainoznavstvo. Turyzm», no. 14 (2021): 217-224. DOI: https://doi.org/10.26565/2310-9513-2021-14-14
“Virtual Reality and Augmented Reality Device Market Worth $1.8 Billion in 2018“. techradar.pro. April 10, 2018. https://www.ccsinsight.com/press/companynews/3451-virtual-reality-and-augmented-realitydevice-market-worth-18-billion-in-2018

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