Gushchina E.G., Vitalyeva E.M. DIGITALIZATION AS A NEW REALITY IN THE MANAGEMENT OF THE RUSSIAN TOURISM MARKET
DOI: https://doi.org/10.15688/ek.jvolsu.2024.3.10
Elena G. Gushchina
Doctor of Sciences (Economics), Associate Professor, Head of the Department of Management and Marketing, Volgograd State University, Prosp. Universistetsky, 100, 400062 Volgograd, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://ocid.org/0000-0003-3185-7675
Elena M. Vitalyeva
Candidate of Sciences (Economics), Associate Professor, Department of Management and Marketing, Volgograd State University, Prosp. Universistetsky, 100, 400062 Volgograd, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://0000-0002-5285-6607
Abstract. Digitalization is one of the key trends in the modern world, affecting various spheres of public life, and the tourism industry is no exception. In this context, digitalization of the management of the region’s tourism market can bring both benefits and challenges. On the one hand, digitalization allows tourists to receive more detailed and upto-date information about tourist sites, services, and offers in the region, which can stimulate the growth of tourist activity and increase the flow of visitors. On the other hand, digitalization increases the risks of cyber attacks and data theft, so it is necessary to take measures to ensure the cybersecurity of the tourist infrastructure. Under the conditions of sanctions and import substitution, many international digital systems and services for Russian tourists became unavailable, which contributed to the emergence and development of national applications and services for tourists. There is a need to explore existing digital opportunities, compare Russian and Western services for tourists, and form recommendations for further development and adaptation of digital services to the needs of society. The article analyzes the modern digital institutional environment, compares Western and Russian services for tourists, examines the target audience and consumer preferences of Russian tourists, and provides recommendations within the framework of the tourism development strategy in the regions of the country.
Key words: tourism industry, tourism resource management, digitalization, tourism ecosystem, regional development, development strategy.
DIGITALIZATION AS A NEW REALITY IN THE MANAGEMENT OF THE RUSSIAN TOURISM MARKET by Gushchina E.G., Vitalyeva E.M. is licensed under a Creative Commons Attribution 4.0 International License.
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