The country's economy can be focused on the development of primary industries or innovation, the growth of which is based on the development of knowledge-intensive industries using information technology. The large-scale development of Internet technologies has made it possible to develop a model of network management of the economy. This also applies to the business of companies in the field of tourism and service. The widespread use of information technology will improve the competitiveness of companies and reach a new level of development. The article identified a range of issues for management in the organization of tourism and hospitality for the effective use of Internet technologies and e-commerce. The article deals with the use of software tools for analyzing incoming information, multimedia content and infrastructural public networks HTML, JavaScript, WWW, information-distributed infrastructure EDI, E-mail, HTTP, architecture of the e-commerce system, the scheme of automated formation of the educational process. The professional competencies of students of secondary vocational education, higher education and the system of additional professional training in the field of tourism and service should include knowledge, skills and abilities in organizing e-commerce using modern information technologies. The article considers the stages of using Internet technologies and e-commerce technologies, approaches to organizing these processes in tourist organizations and hotels. Continuous education in the field of e-commerce using information technology will allow developing the modern tourism and hospitality market at a high information level, improve the information literacy of sales specialists and managers of tourist organizations and hotels.
The article defines the types of tourist enterprises depending on the duration of operation on the market and the features of activities to maintain and develop their image based on the empirical data obtained as a result of the tourist services market research in Yalta (Republic of Crimea). These are enterprises that are that for the first time begin to operate in the tourist market and form their image, enterprises that are active in the market, but do not form their image; enterprises that need to review or completely change their image building activities.For each type of enterprise, the stages of the image formation, including the necessary marketing tools, have been developed and substantiated: for the first type of the enterprises – determination of the image audience, development and approval of corporate identity, implementation of internal and external image building, image management; for the second type – image audit, analysis of the causes of the loyalty loss, development and implementation of image events; for the third type – image audit, choice of approach to the image program implementation. It is proved that the image of the tourist enterprise is characterized by a life cycle.It is proposed to consider four stages of the life cycle: formation; development; stability; blurring and loss. The characteristic features of the stages, management goals and the program of image building events have been determined.
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