Information technologies as a mean of modernization of tour operating and innovative development of the hotel and restaurant business

Abstract

The article examines the essence of information systems and technologies in the field of hotel and restaurant industry. The need to integrate software into the work of hotel complexes and restaurants as a basis for the formation and strengthening of competitive advantages for business entities in the rapidly growing market of tourist services is substantiated. Among the information systems and technologies that can be effectively used in the field of organization of the hotel and restaurant business, immersive technologies are defined as a way of full or partial immersion in the virtual world, the use of various types of virtual and mixed reality (augmented reality; visualization technology; virtual reality; mixed reality; 360-photo, video content). Information and communication facilities, components and tools are described, which enable the storage, access, monitoring, manipulation, processing and transmission of information in digital form from one place to another. The expediency of using immersive technologies as a way of full or partial immersion in the virtual world, the use of various types of virtual and mixed reality is defined and substantiated. The specifics of the use of the Customer Relationship Management System (CRM) in the hotel and restaurant business as an extremely effective strategy for business organization, in which customer relations are central to its activities, since customers are the main asset, are characterized. It is proved that an ideal CRM system should include a database on prices and service packages, information on the competitive situation and the current state of the market, a system for planning and monitoring activities, a system for collecting and managing contacts and signed contracts; facilitate the implementation of market segmentation and target audience, planning marketing campaigns, conducting marketing research and evaluating their real results. The prospects for the development of virtual and mixed reality in the hotel and restaurant industry until 2025 are described. The use of information and communication technologies at temporary accommodation enterprises is analysed in Ukraine in general and Ivano-Frankivsk region in particular.