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

Yuriy Dyachenko; Oleksandra Humenna; Olena Zelenko; Benoit Ngabonziza

doi:10.6092/issn.2036-5195/12330

Authors

Yuriy Dyachenko Volodymyr Dahl East Ukrainian National University http://orcid.org/0000-0002-6580-8874

My main area of research is in Cognitive Science and applying Artificial Intelligence technologies in Tourism, Education, Marketing, and HR Development.

I'm working on the development and implementation of Cognitive Science education programs.

I am currently Head of International Economics and Tourism Department at Volodymyr Dahl East Ukrainian National University, Doctor of Economic Sciences, Professor.
Oleksandra Humenna National University of Kyiv-Mohyla Academy https://orcid.org/0000-0002-3725-5272

I graduated from the National University of Life and Environmental Sciences with a degree in Economic Cybernetics. I am currently the Dean of the Faculty of Economics of the National University "Kyiv-Mohyla Academy", Candidate of Economic Sciences, Associate Professor of Marketing and Business Management.

I have participated in many international educational and research projects, including Tempus and Erasmus +. These include projects related to the creation of innovative laboratories in universities and the development of virtual mobility. І was the project manager for the internationalization of education from the British Council (2016-2017).

I teach such business courses as "Creative Management", "Business Culture", "Project Management". Research interests – creative economy and creativity in business, marketing of innovations and innovative marketing, neuromarketing.

I have published more than 100 scientific, educational, and methodical books and articles in domestic and foreign publications. In particular, I am a co-author of the national research "Ukraine 2030. The Doctrine of Sustainable Development" (2017-2018).
Olena Zelenko Volodymyr Dahl East Ukrainian National University https://orcid.org/0000-0003-4880-246X

I graduated from Volodymyr Dahl East Ukrainian National University with a degree in «Management of Organizations» and «Finance». After graduating from the university, I was working as a leading economist at the Luhansk branch in the Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine. Also, I have working experience in international projects, in particular, DFID "Socio-economic revival of Donbas, Ukraine".

For more than 10 years I have been working as a teacher at Volodymyr Dahl East Ukrainian National University.

The main area of research interests: socio-economic development of regions with the involvement and active promotion of the regional tourism potential. Doctor of Science in Economics.
Benoit Ngabonziza Geneva Business School

Ngabonziza Benoit is the Managing Director of Bene Dico Group.

He is specialized in intellectual property and international trade.

He is a lecturer at the College of Business and Economics at the University of Rwanda.

He has served the government of Rwanda as the Director of Youth Empowerment at the Ministry of Youth and Culture.

His research interest is on leveraging Artificial intelligence to create sustainable tourism in developing countries.

DOI:

https://doi.org/10.6092/issn.2036-5195/12330

Keywords:

Tourism, Marketing, Innovations, Cognitive technologies

Abstract

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.

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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

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