DIGITAL RESTRUCTURING OF TOURISM ENTERPRISE MANAGEMENT

Abstract

Relevance of the study: the current stage of development of the tourism industry is characterized by a complex of systemic challenges for tourism entities, among which the leading place is occupied by the intensification of competition in the tourism services market, the growth of the share of tourists who prefer independent online booking, the transformation of consumer expectations towards individualization and personalization of the service, as well as the objective need for effective management of significant data and bookings. An additional factor complicating the functioning of tourism enterprises is the influence of global crisis phenomena, which cause an increased level of uncertainty and risks in the industry. Transformations of tourism enterprise management technologies, caused by intensive digitalization processes, actualize the need for systemic structuring of business processes and the implementation of complex organizational changes aimed at increasing the efficiency of management and adaptability of tourism entities to dynamic market conditions. The subject of the study is the restructuring of tourism enterprise management. The aim of the article was to reveal the essence and role of digital technologies in the restructuring of tourism enterprises, the use of digital tools depending on the size of the enterprise, the complexity of its organizational structure and the business processes being carried out, as well as the digital transformation of the enterprise management system. Research methodology: using Abstract-logical method identified groups of digital technologies used in the management of a tourist enterprise, defined tools of the customer relationship management system at all stages of their interaction and proposed to implement digital restructuring through modification of the organizational structures of the enterprise management. The application of methods of analysis and synthesis made it possible to assess the degree of use Big analysts Data tourism businesses. Research results: the process of digital restructuring of tourism enterprises is considered as one of the key areas of their adaptation to the conditions of the information society and the digital economy. The impact of modern information and communication technologies on the transformation of organizational management structures, business processes and customer interaction systems is analyzed. Practical significance: the feasibility of the transition of tourism enterprises from traditional hierarchical models to flexible, decentralized, network and virtual forms of organizing activities is substantiated. The role of digital technologies in increasing the efficiency of management decisions, optimizing communication processes and ensuring the competitiveness of tourism enterprises is determined. It is concluded that digital restructuring is a complex process that encompasses technological, organizational, socioeconomic changes and creates the prerequisites for the sustainable development of tourism enterprises in the digital environment. The prospect of further research is aimed at studying the role of digital technologies in the strategic management of tourism enterprises and the formation of management information systems in the conditions of a digital society.