Keywords
tourism product
tourism services
online tourism
smart tourism
virtual tourism
digitalization
digital technologies
hotel business
hospitality industry
competitive advantages
crisis management
hotel industry
anti-crisis management
How to Cite
Abstract
In the context of digitalization in tourism, innovative data analysis technologies enable the application of new approaches to the formation and promotion of tourism products based on consumer preferences and needs. The purpose of the article was to study the influence of innovative data analysis technologies on the development of a new generation of tourism products. In the work, new generation tourism products are considered as integrated tourism services created to meet the individual needs of visitors in different destinations and allow consumers to get new impressions and experiences using intelligent technologies. Innovative technologies are considered from the point of view of the business analysis function of enterprises in the tourism industry, as a tool for analyzing the preferences and needs of visitors. Innovative technologies of data analysis are based on methods of automated processing of collected and accumulated information in the information systems of enterprises. It is determined that innovative technologies allow tourism operators to collect data about consumers and their consumer preferences from various sources for their further use in the formation of integrated tourism products. To provide a detailed explanation of the prerequisites for the application of innovative data analysis technologies in tourism, the dynamics of the main indicators of tourism development in the EU member states and Ukraine are considered. Trends are identified for the recovery of global tourism in terms of revenue in 2024–2025, an increase in the number of trips to EU member states, an increase in online bookings in the most visited EU countries, and the dominance of demand for non-packaged tourism services provided by tour operators in the EU. In these conditions, innovative data analysis technologies are becoming more important for the formation of personalized integrated tourism products. Further research should focus on the specifics of tourism products in Ukraine.
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