DIGITALIZATION AS A FACTOR OF SUSTAINABLE DEVELOPMENT OF THE TOURISM AND HOSPITALITY INDUSTRY
Abstract
The article is devoted to the study of one of the key factors that stimulate the growth of profits in the global hospitality and tourism industry, namely the active implementation of digital technologies in all areas of activity of the mentioned sectors of the economy. It is proven that the change in the operating conditions of the tourism and hotel-restaurant sectors under the influence of digital transformation leads to automation of service provision processes, personalization of activities, expansion of mobile capabilities, as well as stimulation for the creation of new jobs, development of qualified personnel, emergence of new specialties, and optimization of staff working time. A classification of digital information and communication technologies has been made according to their functional use in the tourism and hospitality industry. It is noted that each type of ICT has its own peculiarities of application and acquisition or software development. An example of applying the time series forecasting method is provided for calculating the number of people booking short-term accommodation offered through online sharing economy platforms, by months of guest stay. Based on the data provided by the Statistical Service of the European Union on the number of people booking short-term accommodation offered through online sharing economy platforms, by months of guest stay in the period from January 2020 to March 2025, it is necessary to make a forecast of the factor for the period from April to December 2025. The indicators calculated using the Holt-Winters exponential smoothing time series analysis method with a floating trend and seasonal component, applying modern software, are a significant aid for hotel owners in optimizing pricing policy, which is an important link in the operation of accommodation and catering facilities. It is concluded that the large-scale implementation of the digitalization process and full integration of ICT in tourism activities depend on solving technical, financial, and educational tasks and challenges, as well as on the readiness of hospitality companies to experiment with new approaches. Companies that know how to use the potential of information technologies to provide their services will find themselves in a privileged position to win and maintain the loyalty of their clients.
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