DIGITAL TECHNOLOGIES AS A CONDITION FOR THE DEVELOPMENT OF THE TOURISM SECTOR OF THE ECONOMY OF UKRAINE

Abstract

The article is devoted to highlighting the use of digital technologies as a condition for the development of the tourism sector of Ukraine's economy. Accordingly, the purpose of the research is to analyze the specifics of the use of digital technologies as a condition for the development of the tourism sector of Ukraine's economy. Methodology. The methodological basis of the study was a systematic analysis and specifically scientific methods: systematization, generalization, testing of theoretical knowledge during the study. In the course of the research the author established the main conditions and factors of development of the tourism sector of the economy of Ukraine. At the same time, the author notes that tourism was one of the sectors most affected by the COVID-19 pandemic, which seriously affects the economy, people's livelihoods, public services and limits the range of opportunities throughout Ukraine. It was proved that in the conditions of the COVID-19 coronavirus pandemic and periodic introduction of quarantine measures in all regions of Ukraine, it is expedient to use interactive information technologies to promote the improvement of the tourist image. To this end, the results of a study on the distribution of online sales by segments of the tourism market. It is also established that today the tourism industry is actively implementing technologies to further improve the service, including hotels and transport companies successfully using online booking systems and various mobile applications. The author emphasizes that interactive information technologies presented in the field of tourism can be systematized on the basis of two key factors: the physical presence or absence of the tourist who uses them in the tourist destination, and the system of motivation to achieve intermediate or final goal. The results and proposals of the author in this article are primarily related to the fact that the use of interactive technologies can serve as a new driver of the tourism industry of Ukraine, allowing to create new competitive advantages in the region and differentiate based on personalized approach and customer orientation. Also, the development of tourism in Ukraine should be accompanied by consistent actions to overcome the conditions and factors that cause dissatisfaction of the population, and create new opportunities to improve the quality and quality of life, preservation and development of human capital.