Strategic directions for transformation of the tourism industry of the Penza region in response to the global trend of digital transformation
Abstract Today, digitalization is becoming one of the key trends in the development of various industries and areas of activity, including the tourism industry, where the use of digital technologies has changed algorithms for the provision of tourism services and the business models of tourism organizations, consumer behavior, influencing the entire paradigm of the tourism business. In the article, the authors identified a pool of digital technologies applied by tourism industry organizations, including the Penza region, and developed proposals for a roadmap for tourism development in the Penza region regarding achieving the goal of the digital transformation of tourism. Developing a tourism policy towards achieving the goal of the digital transformation of the tourism industry will help the Penza region build a customer-oriented strategy, increase its competitiveness in the online tourism market, create additional tourist flows of online travelers and contribute to the economic growth.
Keywords: digital tourism, digital tourism ecosystem, digital transformation of the tourism industry.
Highlights:
♦ one of the goals for the development of the tourism industry of the Russian Federation and individual regions of the country should be the digital transformation;
♦ to achieve the goal of the digital transformation of the tourism industry, the formation of a digital tourism ecosystem, the application of digital data analytics and the development of a unified communication strategy in the online space are required;
♦ achievingthe goal of the digital transformation of the tourism industry will allow the Russian territories to increase their competitiveness and attract additional tourist flows.
Leyla A. Gamidullaeva, Svetlana V. Zinchenko - Penza State University, Penza, Russia