DEVELOPMENT OF INFORMATION SYSTEMS AND TECHNOLOGIES IN THE HOTEL AND TOURISM BUSINESS

Abstract

The article analyzes the development of information systems and technologies in the hotel and tourism industry, focusing on their impact on customer relationship management, marketing strategies, and booking processes. The aim of the article is to demonstrate how information technologies have influenced the growth of the tourism and hospitality sectors. The research employed general scientific methods of cognition, including analysis, synthesis, systematization, comparison, and modeling. The findings indicate that information and telecommunication technologies provide significant strategic advantages for businesses in the tourism and hospitality industries. The use of electronic customer relationship management (CRM) systems facilitates data collection, analysis, and utilization for service personalization, enhancing customer satisfaction. Moreover, CRM systems enable hotels and travel companies to develop marketing strategies that more accurately align with consumer needs and preferences, fostering customer loyalty and optimizing business processes. It has been shown that the growth of social networks and their integration with CRM systems significantly influence communication strategies in the hospitality sector. Platforms such as Instagram and YouTube allow companies to attract new customers through visual content and video materials, which play a key role in tourism marketing. Additionally, the interactive nature of social media promotes effective feedback, improving customer interaction and service quality. The practical significance of the study lies in identifying effective approaches for implementing modern information technologies in the hotel and tourism business to enhance service levels and optimize management.