THE ROLE OF INFORMATION TEHNOLOGY IN THE DEVELOPMENT OF MANAGEMENT AND MARKETING IN THE INTERNATIONAL TOURISM
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Keywords:
international tourism, international tourism management, international tourism marketing, information technologies in tourismAbstract
The article analyzes the mechanisms of using information technologies by the leading Ukrainian tourist companies in order to determine the prospects of ensuring competitiveness on the world tourist markets.
The purpose of the article is to search for mechanisms for ensuring competitiveness through the provision of information support for the development of the international system of management and marketing of the tourism industry.
The peculiarities of the development of the tourism industry with the purpose of determining the specific characteristics for the introduction of information and analytical support systems for management and marketing processes are analyzed.
The importance of the introduction of information technologies in the system of management and marketing in tourism for realization of integration vector of cooperation of tourist enterprises is determined. Creating a system of information provision for management and marketing processes is gaining increasing importance in connection with global trends and requires a detailed study.
Information technology of a tourist enterprise helps to ensure stable development and minimize the impact of negative environmental factors. However, it is worth pointing out that the costs of creating information systems for a tourist enterprise should be economically feasible, and indicators that confirm the efficiency and effectiveness of the costs spent on the application of management and marketing measures are determined.
Interesting for further research is the Internet marketing and social media marketing sector, which is not well developed in Ukraine, as evidenced by the analysis of the resources of leading tour operators. Among the factors hindering the development of information technology of tourism enterprises, in addition to a number of external factors, one may consider the need to form a set of measures aimed at creating information space in the management and marketing system at the global level in order to ensure competitiveness in international markets.
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