Foresight technologies of economic systems: evidence from the tourism sector of Ukraine

Melnychenko, Svitlana; Boiko, Margaryta; Okhrimenko, Alla; Bosovska, Myroslava; Mazaraki, Nataliia

doi:10.21511/ppm.18(4).2020.25

Cited by 17 publications

(4 citation statements)

References 17 publications

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“…Today, similar products are offered by many competing companies. The consumer has a choice, so hotel and restaurant companies must constantly conduct market research and search for ways to improve their products in order to bypass competitors in meeting the needs of consumers (Melnychenko et al, 2020).…”

Section: Methodsmentioning

confidence: 99%

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Tsviliy

Gurova

Кукліна

2021

VUZF

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The article considers topical issues of marketing competitiveness of hotel and restaurant business enterprises. The product marketing complex and the service marketing complex have been modernized by including the "period" element in the list of their components. The list of marketing functions of the manufacturer of a complex hotel and restaurant product has been supplemented with the function of implementing the time policy. The stages of the product life cycle are divided according to the principles of achieving effective interaction between producer and consumer based on cost structuring. The model of a complex hotel and restaurant product is presented. The principles of using a comprehensive approach to identifying different types of services in the process of integration in the direction of "producer-consumer" are formulated. An algorithm of effective actions of a hotel and restaurant enterprise to develop a marketing strategy to increase the level of competitiveness is proposed. The method of marketing assessment of the level of competitiveness of the hotel and restaurant enterprise on the basis of substantiation of quantitative criteria is developed. It is concluded that the role of digital services in the growth of a certain level of marketing competitiveness of the hotel and restaurant enterprise is growing rapidly. The priority directions for effective marketing management of the level of competitiveness of the hotel and restaurant enterprise are determined. The types of effects from the implementation of the results of the study in the practice of hotel and restaurant business are identified and grouped.

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Section: Methodsmentioning

confidence: 99%

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Tsviliy

Gurova

Кукліна

2021

VUZF

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“…One of the areas of application for foresight research is the tourism system, which is characterized by unstable trends in the dynamics of tourist flows, sensitive to external shocks. Melnychenko et al (2020) assessed the potential of foresight in studying priorities for developing the national (Ukrainian) tourism system. They also analyzed theoretical foundations and substantiation of methodological aspects in applying the foresight of the development of tourism as an economic system of Ukraine.…”

Section: Literature Reviewmentioning

confidence: 99%

Foresight (prevision) of development of the tourist system in Ukraine

Bosovska,

Boiko,

Bovsh

et al. 2023

Problems and Perspectives in Management

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Considering the war in Ukraine, it will be necessary to restore the tourism system. The use of foresight as a means of predicting the future will ensure the formation of conditions for its development. The study aims to assess the functioning of the tourism system in Ukraine under martial law and to develop foresight scenarios for its development. The analysis of the main economic indicators of tourism and hotel entities during the war period indicates potential opportunities (a stable or growing trend). The volume of tax revenues to the state budget in 2023 increased by 15.6%. 2023 hotels’ KPIs (RevPAR, ADR, Occupancy) for the main destinations compared to the same period in 2022 increased by 206.0%, 66.0%, and 44.0%, respectively. The study scans the horizon within which the factors affecting the development of the tourism system are determined and assesses the levels of their potential impact and probability of occurrence. The BANI method is used to identify possible α- and β-scenarios of development, and the matrix method is used to interpret the strategic development directions. Industry factors are combined into four groups: development trends, the state of the market, technologies, innovations, and professional competence of staff. Thus, α- (optimistic) and β- (pessimistic) development scenarios future states in the tourism development. A prognostic vision of the future in a situation of prospective uncertainty makes it possible to determine the factors for mitigating the effects of military actions in the post-war period. It stimulates finding alternatives for strengthening the cohesion of the tourism system. Acknowledgment The paper shows the authors’ results within the frameworks of the study, performed in 2021−2023 at Kyiv National University of Trade and Economics at the request of the Ministry of Education and Science of Ukraine “Digital transformation of trade, economic and tourist systems in Ukraine” (state registration number 0121U112231) and “Forecasting the impact of the tourism system on the country’s economy” (state registration number 0122U001559).

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“…Currently, "digitalization brings the challenge to hotels' work process" (Buer, 2019, p. 6), and "the hotel industry strategically responds to digital platform power" (Balsiger et al, 2021). In the post-pandemic period, digitalization will become one of the main strategic concepts in the tourism and hotel business (Melnychenko et al, 2020;Mazaraki et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Digital distribution of hospitality services in the context of the COVID-19 pandemic

Bovsh

Rasulova

Bosovska

et al. 2022

Tourism and Travelling

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The rapid implementation of digital technologies in all spheres of society resulted from the evolution of consumer needs and IT breakthroughs, the acceleration of which was caused by the COVID-19 pandemic. Lockdowns restricted physical contacts in customer service, highlighting the urgent need to digitize the business. The difficulties in predicting socio-economic conditions of the pandemic have led to new opportunities and mechanisms for the distribution of services and the formation of economic stress resilience of economic entities. The study aims to reveal the essence of the digital distribution of hospitality services in the conditions of uncertainty caused by COVID-19. The study of services digital distribution gives awareness of the possibilities of their implementation in the activities of hospitality entities, which were considered in the context of business security and development drivers during COVID-19. To achieve the study’s goal, a comprehensive approach to the essence of digital technologies, including those specific to hospitality entities, was used. The results of the analysis allowed stating the economic feasibility of direct sales channels. In addition, prerequisites for the collaboration of hospitality entities with digital channels were determined, recommendatory markers of optimal relations with distributors using digital innovations in business were formed. Further, business strategy development took into account the peculiarities of mixing the niches of competition of business entities in digital format and traditional competition. Acknowledgment The paper shows the author’s results within the frameworks of the study, performed in 2021−2023 at Kyiv National University of Trade and Economics at the request of Ministry of Education and Science of Ukraine “Digital transformation of trade, economic and tourist systems in Ukraine” (state registration number 0121U112231) and “Forecasting the impact of the tourism system on the country’s economy” (state registration number 0122U001559).

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Foresight technologies of economic systems: evidence from the tourism sector of Ukraine

Cited by 17 publications

References 17 publications

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Marketing competitiveness of hotel and restaurant enterprise: theoretical approach and methods of definition

Foresight (prevision) of development of the tourist system in Ukraine

Digital distribution of hospitality services in the context of the COVID-19 pandemic

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