Digital technologies in the activities of small tourism organizations as a way to attract investment
Abstract. This article presents the results of a study aimed at solving a pressing scientific problem, determining the possibility of attracting investments by small organizations in the tourism sector. The incompleteness of the research discussion on the possibility of investing in small tourism organizations predetermined the search for new methods and adaptation of existing methods. The study put forward and confirmed the hypothesis that it is possible for small tourism organizations to attract investment if they use modern digital technologies in their activities. Based on assessments of the investment potential of Russia and Georgia, a rating of the investment attractiveness of the regions in these countries has been compiled. The types of investments acceptable for small organizations in the tourism sector in Russia and Georgia are considered. Specific features of the use of digital technologies by small organizations in the tourism sector have been established. The development of digital technologies is proposed as a way to attract investments to small organizations in the tourism sector in Russia and Georgia (introduction of digital innovations). The basis for the analysis was data from an annual study by the World Travel and Tourism Council (WTTC), the Agency for Strategic Initiatives, Rosstat and the Georgian National Tourism Agency. The findings obtained in the study may have practical significance for representatives of small organizations in the tourism sector in Russia and Georgia and theoretical significance for researchers of this problem.
Keywords: small tourism organizations, digital technologies, digital innovations, types of investments, investment potential, rating of investment attractiveness, ways to attract investments.
Highlights:
♦ based on assessments of the investment potential of Russia and Georgia, a rating of the investment attractiveness of the regions in these countries was compiled;
♦ the types of investments acceptable for small tourism organizations in Russia and Georgia have been determined;
♦ specific features of the use of digital technologies by small tourism organizations in Russia and Georgia are identified;
♦ opportunities and ways to attract investment for small tourism organizations in Russia and Georgia have been proposed.
Anna Ivanova - Volga State University of Service, Tolyatti, Russia