Role of Creativity, Innovations, Digital and Cognitive Technologies for Marketing of Family, Small and Medium Tourism Businesses in Regional Economic Development During and After Coronavirus Pandemic
Keywords:Tourism, Marketing, Innovations, Cognitive technologies
The article highlights challenges that face the tourism industry due to the COVID-19 pandemic. The analytical reports identified key negative trends and the impact of the tourism industry on socio-economic development indicators. The analysis of the historical facts of the development of crisis phenomena in the tourism sector provided an opportunity to state the fact of cyclical formation on the basis of biological threats in different regions of the world. In the context of this study, the main problems ofthe development of the tourism industry of Ukraine against the background of the pandemic and economic crisis are highlighted. Roadmap for overcoming the crisis presents innovative tools based on cognitive technologies such as neuromarketing, mobile marketing, blog marketing, event marketing, branding, as well as diversification of tourism entities, proposed to support small and medium-sized businesses operating in the tourism sector that have suffered the most from coronavirus measures. This article summarizes and analyses the successful examples of implementation of these tools for tourism enterprises in Ukraine and the world. It is concluded that the main condition to overcome the crisis, to develop successful tourism destinations, and to create sustainable development is the collaboration between businesses, community, and policymakers.
Biletskaya, I. M. (2016). Anti-crisis management in tourism. Effective economics, 4. Retrieved from: http://www.economy.nayka.com.ua/?op=1&z=4898
Buzko, I., Dyachenko, Y. (2012). Formation of methodological grounds for staff development. Actual Problems of Economics, 129(3), 8-12.
Buzko, I., Dyachenko, Y., Nemashkalo, O. (2011). Human capital assessment as a tool in personnel training management. Actual Problems of Economics, 116(2), 117-123.
Concept note: COVID-19 and the restructuring of the tourism sector. (2020). United Nations. August 2020.
Domestic tourism in Ukraine should grow: how the industry has changed and where the "budget" traveler has disappeared. (2020). Retrieved Nov 8, 2020 from: https://www.epravda.com.ua/rus/publications/2020/09/23/665405/
Employment loss in the travel and tourism industry due to the coronavirus (COVID-19) pandemic worldwide in 2020, by region. (2020) Retrieved Nov 14, 2020 from: https://www.statista.com/statistics/1104835/coronavirus-travel-tourism-employment-loss/
Erman, G. (2020). Plague, cholera, "Spanish" flu: how big pandemics changed the world. Retrieved Nov 8, 2020 from: https://www.bbc.com/ukrainian/features-52291698
Event industry during a pandemic. (2020). Retrieved Nov 8, 2020 from: https://sfii.gov.ua/industriya-zahodiv-pid-chas-pandemii/
Floridi, L. (2017). Why Information Matters. The New Atlantis, 51, 7-16.
Fursov, V. A., Lazareva, N. V. (2015). Cognitive marketing as a methodology for the formation of consumption models. KANT, 3(16), 101-107.
How to inspire through uncertainty. (2020). https://business.pinterest.com/sub/business/guides/How+to+Inspire+through+uncertainty.pdf
Humenna, O., Honcharova, K. (2018). Neuromarketing as an innovative instrument in marketing. Scientific Papers NaUKMA. Economics, 3(1).
Patto educativo globale: Instrumentum laboris. (2020). Retrieved Nov 8, 2020 from: https://www.educationglobalcompact.org/resources/Risorse/instrumentum-laboris-it.pdf
International Network of Cities where living is Good. (2020). Retrieved Dec 21, 2020 from: https://www.cittaslow.org/
International Tourism and COVID-19. (2020). Retrieved Nov 8, 2020 from: https://www.unwto.org/international-tourism-and-covid-19
Kharlamova, G., Humenna, O., Taruta, S. et al. (2018). Ukraine 2030. The Doctrine of Sustainable Development. Kyiv: ADEF-Ukraine.
Korkmaz, H., Mercan, O., Atay, L. (2014). The Role of Cittaslow in Destination Branding: the Case of Seferihisar. Current Issues of Tourism Research, 1, 5-10.
Mobile marketing 2018: trends in tourism and hospitality. (2018). Retrieved Nov 8, 2020 from: https://digitalwill.ru/blog/mobilnyy-marketing-2018-trendi-v-turizme-i-gostepriimstve
Pine, B. J., Gilmore, J. H. (1999). The Experience Economy. Boston: Harvard Business School Press.
Quarantine. How the world saves the tourism industry. (2020). Retrieved Nov 8, 2020 from: https://www.ukrinform.ua/rubric-tourism/3090351-karantin-ak-svit-ratue-turisticnu-galuz.html
Ritchie, B., Dorrell, H., Miller, D., Miller, G. (2012). Crisis Communication and Recovery for the Tourism Industry: Lessons from the 2001 Foot and Mouth Disease Outbreak in the United Kingdom. Journal of Travel & Tourism Marketing, 15(2). Retrieved from: https://www.researchgate.net/publication/30930632_Crisis_Communication_and_Recovery_for_the_Tourism_Industry_Lessons_from_the_2001_Foot_and_Mouth_Disease_Outbreak_in_the_United_Kingdom
Strategy for the development of tourism and resorts for the period up to 2026. (2017). Retrieved Dec 21, 2020 from: https://www.kmu.gov.ua/npas/249826501
The European Green Deal. (2019). Retrived Dec 21, 2020 from https://ec.europa.eu/info/strategy/priorities-2019-2024/european-green-deal_en.
Tourism Risk Management. An Authoritative Guide to Managing Crises in Tourism. (2006). Retrieved Nov 8, 2020 from: https://www.apec.org/Publications/2007/04/Tourism-Risk-Management-An-Authoritative-Guide-to-Managing-Crisis-in-Tourism-December-2006
Ukraine - 2030. Strategy for Changing the Future. (2020). Retrieved Dec 21, 2020 from: https://niss.gov.ua/doslidzhennya/ekonomika/ukraina-2030-strategiya-zmini-maybutnogo
Vnuchko, S., Tymoshenko, T. (2020). Covid-19 and social dialogue in the tourism industry: EU practice and Ukrainian realities. Retrieved Nov 8, 2020 from: http://eap-csf.org.ua/wp-content/uploads/2020/12/COVID-19-TA-SOTSIAL%60NIY-DIALOG-V-TURISTICHNIY-GALUZI-PRAKTIKA-YES-TA-UKRAYINS%60KI-REALIYI.pdf
Yaremchuk, O. Ya. (2010). Construction of a cognitive model of sustainable development of the tourist and recreational system (on the example of the Ternopil region). Naukovizapysky. Computer Science, 112, 91-94.
Zelenko, O. O., Denyshchenko, L. V. (2020). Profitability of the tourist industry as a factor of socio-economic development of the post-conflict territory. Time Description of Economic Reforms, 2(38), 14-21.
Zhalilo, Ya. A., Kovalivska, S. V., Filipenko, A. A., Khiminets, V. V., Golovka, A. A. (2020). About the development of tourism in Ukraine in terms of increasing epidemiological risks. Kyiv: National Center for Strategic Studies. Retrieved Dec 21, 2020 from: https://niss.gov.ua/sites/default/files/2020-06/turyzm-v-ukraini.pdf
Zhilenko, V. Yu., Bing, P. (2015). Trends in the field of risk management business tourism. Scientific result. Series: Business and Services Technologies, 1(4), 33-38.
How to Cite
Copyright (c) 2021 Yuriy Dyachenko, Oleksandra Humenna, Olena Zelenko, Benoit Ngabonziza
This work is licensed under a Creative Commons Attribution 3.0 Unported License.