Development of the Tourism Industry in a Region: Digital Decision-Making Tools Based on Geoanalytical Data

Abstract

Relevance and objectives of the research. Consumer research, development of customer profiles of target segments is an important activity of any organization, including the tourism business and tourism administrations. Knowing the target audience allows you to create a value-oriented client-oriented offer of tourist products, plan tourist flows and develop territories. The purpose of this study is to demonstrate how analytical work with digital data on the behavior of tourists and the construction of digital tourist profiles based on the obtained data can be used for the most effective management of the tourism industry in the Russian Federation, as well as the creation of customer-oriented regional tourism products.Materials and methods. The methodological base of the study was made up of general scientific methods, methods of analysis of secondary and primary data. The following research methods were used in the work: the method of analysis and synthesis, comparison and generalization of information, the method of induction and deduction, secondary and primary marketing research, digital analytical data. The information base of the study was the materials of the Federal State Statistics Service, Penzastat, the Ministry of Culture and Tourism of the Penza Region, documents defining the strategic development of the tourism industry in the Russian Federation, the results of scientific and marketing research of the tourism market, data from the GeoEffect analytical digital platform of the MTS software, authors’ own research.Results. Based on the data of the GeoEffect digital platform, an analysis was made of the structure of tourist flows in the Penza region, digital profiles of tourists were described, the most popular visiting areas were identified, on the basis of which recommendations were developed for a roadmap for tourism development in the Penza region.Conclusions . Digital data analytics and building digital profiles of tourists allows the tourism business to take into account consumer behavior in their activities, and tourism administrations to focus the resources of the region on objects and locations that are attractive from the point of view of consumers, forming a value proposition for them.

Keywords

• tourism product
• region
• marketing research
• digital analytics
• geoanalytical data
• tourist digital profile