# 94 501-505 View full article

УДК 338.48:339.138

DOI: https://doi.org/10.36887/2415-8453-2026-2-94

Bieloborodova Mariia,
Doctor of Economics, Associate Professor, Department of Tourism and Enterprise Economics,
Dnipro University of Technology,
https://orcid.org/0000-0001-8329-7679
Liudmyla Bondarenko,
Doctor of Economics, Professor, Department of Tourism and Enterprise Economics,
Dnipro University of Technology,
https://orcid.org/0000-0003-4904-7435

JEL classification: L83, M31, O32

The article examines current trends in the digital transformation of the tourism business and their impact on ensuring the competitiveness of tourism enterprises. It is determined that the effective use of digital technologies ensures increased adaptability of tourism enterprises to changes in the market environment, contributes to the optimization of operational activities, the expansion of sales channels for tourism products, and the improvement of the quality of customer service. An analysis of the current state of Ukraine’s tourism market was conducted. Based on statistical materials, the trends in its recovery were characterized, the dynamics of the industry’s main indicators were analyzed, and the features of the transformation of consumer behavior in the digital environment were identified. The paper also examines the impact of digital transformation on the competitiveness of tourism enterprises through improved consumer interaction, automated internal business processes, leveraged digital analytics, modern service platforms, and innovative management solutions. A model of the impact of digital transformation on the competitiveness of tourism enterprises is proposed, reflecting the relationships among the digitalization of client communications, digital services, analytical tools, activity automation, and innovative development. The practical significance of the research results lies in the possibility of applying the proposed approaches to develop strategies for the digital development of tourism enterprises, improve mechanisms for managing tourism services, and strengthen the competitive positions of tourism business entities. Promising areas for further research include developing methodological approaches to assessing the digital maturity of tourism enterprises, identifying indicators of digital transformation effectiveness, and exploring the use of artificial intelligence and intelligent analytics technologies in the strategic management of tourism activities.

Keywords: tourism, tourism business, tourism market, tourism activity, digitalization, tourism services, tourism enterprises, competitiveness, strategic management.

Rеferences

  1. Valinkevych, N. V., & Shestakova, A. V. (2024). Tsyfrova transformatsiia yak konkurentna perevaha v industrii turyzmu ta hostynnosti [Digital transformation as a competitive advantage in the tourism and hospitality industry]. Ekonomika ta Suspilstvo [Economy and Society], (68). https://doi.org/10.32782/2524-0072/2024-68-37
  2. Tokmakova, I. V., Voitov, I. V., Stratienko, T. I., & Davydova, K. O. (2022). Tsyfrovizatsiia yak nova paradyhma upravlinnia pidpryiemstvamy turystychnoi industrii [Digitalization as a new paradigm of tourism industry enterprise management]. Visnyk Ekonomiky Transportu i Promyslovosti [The Bulletin of Transport Economy and Industry], (78-79), 167–178. https://doi.org/10.18664/btie.78-79.282628
  3. Bessonova, A. V., Bezuhla, L. S., & Smiesova, V. L. (2024). Tsyfrovi stratehii dlia pidvyshchennia konkurentospromozhnosti zakladiv hostynnosti [Digital strategies for increasing the competitiveness of hospitality establishments]. Prychornomorski Ekonomichni Studii [Black Sea Economic Studies], (89), 224–230. https://doi.org/10.32782/bses.89-39
  4. Antoniuk, T. (2026). Vid hir do moria. Turystychnyi rynok Ukrainy u 2025 rotsi zris na 12% [From mountains to the sea. The tourist market of Ukraine grew by 12% in 2025]. Forbes. https://forbes.ua/
  5. State Agency for Tourism Development of Ukraine. (2021). Zvit za rezultatamy opytuvannia “Provedennia doslidzhennia vnutrishnyoho ta vyiznoho turyzmu ukraintsiv” [Report on the results of the survey “Conducting a study of domestic and outbound tourism of Ukrainians”]. https://drive.google.com/file/d/1VbzkC8sG9muJGJjEUCFkzBfAsIVbke9A/view
  6. State Agency for Tourism Development of Ukraine. (2025). Rezultaty opytuvannia shchodo podorozhei Ukrainoiu pid chas viiny [Results of the survey on traveling in Ukraine during the war]. https://www.tourism.gov.ua/statistic
  7. Ihnatieva, I., Serbenivska, A., Orel, A., Bieloborodova, M., & Bondarenko, L. (2022). Innovatsiini pidkhody v systemi stratehichnoho planuvannia rehionalnoho rozvytku [Innovative approaches in the system of strategic planning of regional development]. Review of Economics and Finance, (20), 605–611. https://doi.org/10.55365/1923.x2022.20.69
  8. Biriukova, Yu., Kryven, O., & Syniura-Rostun, N. (2024). Pidvyshchennia konkurentospromozhnosti turystychnoho biznesu Ukrainy [Increasing the competitiveness of the tourism business of Ukraine]. Ekonomichnyi Prostir [Economic Scope], (190), 265–268. https://doi.org/10.32782/2224-6282/190-48
  9. Stryzhak, O. O. (2021). Transformatsii industrii turyzmu v umovakh tsyfrovoi ekonomiky [Transformations of the tourism industry in the conditions of digital economy]. Ekonomika ta Upravlinnia APK [Economy and Management of APK], (2), 41–49. https://doi.org/10.33245/2310-9262-2021-169-2-41-49
  10. Nosyriev, O. O. (2025). Informatsiina infrastruktura suchasnoho turyzmu: tsyfrova transformatsiia ta mekhanizmy pidvyshchennia konkurentospromozhnosti destynatsii [Information infrastructure of modern tourism: Digital transformation and mechanisms for increasing the competitiveness of destinations]. Ekonomika ta Suspilstvo [Economy and Society], (80). https://doi.org/10.32782/2524-0072/2025-80-154
  11. Shtal, T. V., & Kurtsev, O. Yu. (2025). Transformatsiia biznes-protsesiv turystychnykh pidpryiemstv cherez lohistyku ta innovatsiinyi rozvytk v umovakh tsyfrovizatsii mizhnarodnoho rynku [Transformation of business processes of tourism enterprises through logistics and innovative development in the conditions of digitalization of the international market]. Naukovi Zapysky Lvivskoho Universytetu Biznesu ta Prava. Seriia Ekonomichna. Seriia Yurydychna [Scientific Notes of Lviv University of Business and Law. Economic Series. Legal Series], (47), 475–482. https://doi.org/10.5281/zenodo.18435349
  12. Bessonova, A. V., Bezuhla, L. S., & Bieloborodova, M. V. (2025). Stratehiia tsyfrovizatsii vzaiemodii hromady i biznesu yak faktor konkurentospromozhnosti rehionu [Strategy of digitalization of interaction between community and business as a factor of competitiveness of the region]. Ekonomichnyi Visnyk Dniprovskoi Politekhniky [Economic Bulletin of Dnipro Polytechnic], (3(91)), 214–221. https://doi.org/10.33211/ebdut/91.214
  13. Kyryliuk, I., & Barvinok, N. (2025). Tsyfrova transformatsiia turyzmu yak faktor heoekonomichnoi stiikosti Ukrainy v umovakh vidnovlennia [Digital transformation of tourism as a factor of geoeconomic stability of Ukraine under recovery conditions]. Ekonomichni Horyzonty [Economic Horizons], (4(33)), 168–182. https://doi.org/10.31499/2616-5236.4(33).2025.346585
  14. Harbar, H. A. (2025). Osnovni tendentsii ta osoblyvosti vplyvu tsyfrovykh tekhnolohii na transformatsiiu turystychnykh posluh [Main trends and features of the impact of digital technologies on the transformation of tourist services]. Modern Economics, (51), 67–74. https://doi.org/10.31521/modecon.V51(2025)-07

The article was received 31.05.2026

Quote article, APA style

Bieloborodova M. , Liudmyla B. 31.05.2026. Digital transformation of tourism business as a factor for increasing its competitiveness. Ukrainian Journal of Applied Economics and Technology. 2026. №2. 501-505 pp. https://doi.org/10.36887/2415-8453-2026-2-94

Quote article, MLA style

Bieloborodova M. , Liudmyla B. Digital transformation of tourism business as a factor for increasing its competitiveness. Ukrainian Journal of Applied Economics and Technology. 31.05.2026. https://doi.org/10.36887/2415-8453-2026-2-94