DIGITALIZATION AS A REPUTATION MANAGEMENT TOOL FOR TOURIST DESTINATION

Abstract

Abstract. The study identifies the main indicators and prerequisites for digital transformation of the tourism industry and the current problematic issues experienced at the level of regional management; the forecast and key features of a new evolutionary stage in the branch. i.e., the development of smart digital tourism, is provided; an extended model of tourism destination «7A» is described, taking into account the digital transformation factor; the role of the digital service portfolio in how the reputation of a tourism destination is formed and perceived is outlined; the systematization criteria and classification of digital tools and services used in regional administration and operational management of tourist activity are listed; KPI for tourist sites around the world are attributed; the structural analysis of domestic tourist sites is described; a critical assessment for the digitalization of the national tourism destinations across Ukraine is provided; the current digital channels for promoting the national tourist product are offered. Keywords: digitalization of tourism industry, smart digital tourism, evolution of tourism, management and administration of tourism regions, tourism destination model, digital services in tourism, destination management organization (DMO), tourism destination reputation, reputation management. JEL Classification L83 Formulas: 0; fig.: 2; tabl.: 5; bibl. 22.

Keywords

• digitalization of tourism industry
• smart digital tourism
• evolution of tourism, management and administration of tourism regions
• tourism destination model
• digital services in tourism
• destination management organization (DMO)