Introduction of Digital Technologies into the Management of Tourism Companies: Problems and Development Opportunities

Autores

  • Volodymyr Khud Department of Tourism, Faculty of Geography, Ivan Franko National University of Lviv
  • Kateryna Horiunova Bioeconomy Research Institute, Vytautas Magnus University; Department of Marketing and Tourism, Educational and Scientific Institute of Management, Mariupol State University https://orcid.org/0000-0002-2236-4919
  • Oleksiy Skidanov Department of Tourism and Hotel and Restaurant Business, Bohdan Khmelnytsky National University of Cherkasy https://orcid.org/0000-0001-7178-1762
  • Halyna Taranenko Department of Social Sciences and Humanities, Educational and Scientific Institute of General University Training, Dmytro Motornyi Tavria State Agrotechnological University https://orcid.org/0000-0002-4334-3981

DOI:

https://doi.org/10.23925/2178-0080.2025v27iSI.73123

Palavras-chave:

competitividad, plataformas online, personalización de servicios, tecnologías digitales, transformación digital en el turismo, sistema de gestión turística, integración de tecnologías en el turismo

Resumo

No contexto da globalização e do rápido desenvolvimento digital, a indústria do turismo está passando por profundas transformações em seus modelos de negócios e em suas interações com os clientes. A digitalização tornou-se um fator-chave para a competitividade e a eficiência, processo acelerado pela pandemia da COVID-19. Este estudo examina o impacto das tecnologias digitais no turismo, com foco nas abordagens contemporâneas de transformação digital no setor. A metodologia inclui a análise da literatura acadêmica, de dados estatísticos e de casos práticos de adoção digital. Os resultados indicam que ferramentas como plataformas de reservas online, aplicativos móveis, mídias sociais e sistemas de personalização aumentam a produtividade e a experiência do cliente, ampliam a oferta de serviços e fortalecem a fidelização. No entanto, desafios persistem, incluindo sobrecarga de informações, escassez de mão de obra qualificada, aumento de custos, acirramento da concorrência e riscos à segurança cibernética.

Biografia do Autor

Volodymyr Khud, Department of Tourism, Faculty of Geography, Ivan Franko National University of Lviv

Professor, especializado em estudos do turismo. Seus interesses de pesquisa incluem gestão de projetos na indústria do turismo, investimentos em turismo internacional, planejamento de negócios e implementação de inovações na hospitalidade e no desenvolvimento turístico.

Kateryna Horiunova, Bioeconomy Research Institute, Vytautas Magnus University; Department of Marketing and Tourism, Educational and Scientific Institute of Management, Mariupol State University

Doutora em Gestão, Pesquisadora Júnior e Professora Associada. Seus interesses de pesquisa incluem bioeconomia, desenvolvimento sustentável, gestão de marketing e turismo, crescimento orientado pela inovação e gestão estratégica em contextos econômicos de transição e pós-crise.

Oleksiy Skidanov, Department of Tourism and Hotel and Restaurant Business, Bohdan Khmelnytsky National University of Cherkasy

Mestre pela Universidade Nacional Bohdan Khmelnytsky de Cherkasy, com interesses em mercados turísticos, planejamento empresarial, tributação do turismo e desenvolvimento organizacional e econômico do setor turístico da Ucrânia.

Halyna Taranenko, Department of Social Sciences and Humanities, Educational and Scientific Institute of General University Training, Dmytro Motornyi Tavria State Agrotechnological University

Doutora em Ciências Pedagógicas e Professora Associada, especializada em transformações sociais e desenvolvimento da personalidade. Seus interesses de pesquisa incluem turismo e qualidade dos serviços em contextos de mudança social, autodesenvolvimento, coesão social e dilemas éticos na economia de serviços.

Referências

Bindawas, A. M. (2025). Promoting sustainable tourism through employee skills: Contextualizing quality education and the human resource management perspective (SDG-4). Sustainability, 17(2), 748. https://doi.org/10.3390/su17020748

Bondarenko, S., Kalaman, O., & Danilova, O. (2025). Digital transformation of the tourism business in an open economy: A comprehensive approach to travel planning and partnerships. Social Development Economic and Legal Issues, 4, 1–17. https://doi.org/10.70651/3083-6018/2025.4.17

Come with us! (n.d.). About us. https://www.poehalisnami.ua/ua/about/us

Come with us! (n.d.). Online travel agencies “Come with us”. https://www.poehalisnami.ua/ua/office/kiev

Chorna, N., Korzh, K., Kiziun, A., Onyshchuk, N., & Antoniuk, K. (2024). The role of digital technologies in the transformation of the tourism business: prospects for development and impact on the country’s economy. AD ALTA Journal of Interdisciplinary Research, 14(1), 136–140. https://doi.org/10.33543/140139136140

Dogru, T., Marchio, E. A., Bulut, U., & Courtney, S. (2019). Climate change: Vulnerability and resilience of tourism and the entire economy. Tourism Management, 72, 292–305. https://doi.org/10.1016/j.tourman.2018.12.010

Flint, N. (2022). Modern electronic booking and reservation systems in the hotel business. Scientific Bulletin of the University of Chernivtsi: Geography, 839, 40–49. https://doi.org/10.31861/geo.2022.839.40-49

Gaonkar, S. & Sitaram, S. V. (2025). Measuring and evaluating the impact of cultural sustainability indicators on sustainable cultural tourism development: Scale development and validation. Heliyon, 11(4), e42514. https://doi.org/10.1016/j.heliyon.2025.e42514

GDPR Text. (n.d.). General Data Protection Regulation (EU GDPR) https://gdpr-text.com/

Graefe, L. (2025a). Digitalisierung im Tourismus - Statistiken & Fakten. Statista. https://de.statista.com/themen/8293/digitalisierung-im-tourismus/#topicOverview.

Graefe, L. (2025b). Trends im Tourismus – Statistiken & Fakten. Statista. https://de.statista.com/themen/10581/trends-im-tourismus/#topicOverview.

Hrishina, D. (2024). Challenges of the digital era: How Ukraine is adapting to changes in tourism. Evening Kyiv. https://vechirniy.kyiv.ua/news/103550/

Horn, I. S., Taros, T., Dirkes, S., Huer, L., Rose, M., Tietmeyer, R. & Constantinides, E. (2015). Business reputation and social media: A primer on threats and responses. Journal of Direct, Data and Digital Marketing Practice, 16(3), 1–13. https://doi.org/10.1057/dddmp.2015.11

Lesmana, D., Afifuddin, M., & Adriyanto, A. (2023). Challenges and cybersecurity threats in digital economic transformation. International Journal of Humanities Education and Social Sciences (IJHESS), 2(6), 1917–1924. https://doi.org/10.55227/ijhess.v2i6.515

Marchi, V., Marasco, A., & Apicerni, V. (2023). Sustainability communication of tourism cities: A text mining approach. Cities, 143, 104590. https://doi.org/10.1016/j.cities.2023.104590

Murphy, N. (2024). Adapting to diverse customer needs and expectations. CPD Online College. https://cpdonline.co.uk/knowledge-base/business/diverse-customer-needs-expectations-adapting/.

Qiao, G., Li, Y., & Hong, A. (2024). The strategic role of digital transformation: Leveraging digital leadership to enhance employee performance and organizational commitment in the digital era. Systems, 12(11), 457. https://doi.org/10.3390/systems12110457

Raksha, L. (2022). Booking: History of creation and marketing techniques. Bazilik. https://bazilik.media/booking-istoriia-stvorennia-ta-marketynhovi-pryjomy/

Santarsiero, F., Carlucci, D., & Schiuma, G. (2024). Driving digital transformation and business model innovation in tourism through innovation labs: An empirical study. Journal of Engineering and Technology Management, 74, 101841. https://doi.org/10.1016/j.jengtecman.2024.101841

Sendjaja, T., Irwandi, Prastiawan, E., Suryani, Y., & Fatmawati, E. (2024). Cybersecurity in the digital age: Developing robust strategies to protect against evolving global digital threats and cyber attacks. International Journal of Science and Society, 6(1), 1008–1019. http://10.54783/ijsoc.v6i1.1098

Sereda, N., Albeshchenko, O., Krupitsa, I., Biletska, N., & Krasnik, A. (2024). Strategic approaches to tourism development: Crafting competitive strategies for business growth in the tourism sector. Multidisciplinary Reviews, 7, spe004. https://doi.org/10.31893/multirev.2024spe004

Stacey, J. (2015). Supporting quality jobs in tourism. OECD Tourism Papers. OECD Publishing. https://doi.org/10.1787/5js4rv0g7szr-en

Statista. (n.d.). Digitalisierung im Tourismus. Statistik-Report zur Digitalisierung im Tourismus. https://de.statista.com/statistik/studie/id/88221/dokument/digitalisierung-im-tourismus/

Statista. (2024). Anteil der Urlaubsreisen (ab 5 Tagen Dauer) nach Buchungsart in Deutschland im Jahr 2024. https://de.statista.com/statistik/daten/studie/28161/umfrage/buchungsverhalten-bei-der-urlaubsunterkunft-nach-genutzten-medien/

Suharto. (2024). Challenges and opportunities of digital transformation in strategy management. International Journal of Science and Society, 6(1), 620–630. https://doi.org/10.54783/ijsoc.v6i1.1050

Tandafatu, N. K. Ermilinda, L., & Darkel, Y. B. M. (2024). Digital transformation in tourism: Exploring the impact of technology on travel experiences. International Journal of Multidisciplinary Approach Sciences and Technologies (MULTI), 1(1), 55–64. https://doi.org/10.62207/w3vsg352

Tourism for SDGs. (n.d.). Tourism & sustainable development goals. https://tourism4sdgs.org/tourism-for-sdgs/tourism-and-sdgs/

Visit Ukraine. (2025). Rules of entry to Ukraine in 2025: Entry requirements, border crossing and security tips. https://visitukraine.today/uk

Visit Ukraine. (n.d.). Oleksandr Usyk T-shirts collection. https://visitukraine.shop/uk-ua/collections/oleksandr-usyk-t-shirts-collection

Wilson, G., Johnson, O., & Brown, W. (2024). The impact of artificial intelligence on digital marketing strategies. Preprints, 1–19. https://doi.org/10.20944/preprints202408.0276.v1

UNWTO. (n.d.a). Innovation. UN Tourism. https://www.unwto.org/zh-hans/node/14934

UNWTO. (n.d.b). Mission and principles. UN Tourism. https://www.unwto.org/about-us

UNWTO. (2024). Tourism highlighted as driver of structural transformation at third UN conference on landlocked developing countries. https://www.unwto.org/news/tourism-highlighted-as-driver-of-structural-transformation-at-third-un-conference-on-landlocked-developing-countries

UNWTO. (2025). World tourism barometer and statistical annex. eLibrary. https://www.e-unwto.org/doi/epdf/10.18111/wtobarometereng.2025.23.1.1.

YouTube. (n.d.). Let’s go with us. https://www.youtube.com/channel/UCq21ZCnD43OlUuvW1p2I6Pw

Wu, C. S., Tan, Z. S., Lee, L. T., Hoa, S. X., & Fordham, G. G. (2023). orporate social responsibility in sustainable tourism development towards local culture. Jurnal Sosial Sains Terapan dan Riset (Sosateris), 11(2), 67–82. https://doi.org/10.35335/hq5kjy10

Włodarczyk, B. & Cudny, V. (2022). Individual low-cost travel as a route to tourism sustainability. Sustainability, 14(17), 10514. https://doi.org/10.3390/su141710514.

Zeqiri, A., Ben Youssef, A., & Maherzi Zahar, T. (2025). The role of digital tourism platforms in advancing sustainable development goals in the Industry 4.0 era. Sustainability, 17(8), 3482. https://doi.org/10.3390/su17083482

Downloads

Publicado

2025-12-19

Como Citar

Khud, V., Horiunova, K., Skidanov, O., & Taranenko, H. (2025). Introduction of Digital Technologies into the Management of Tourism Companies: Problems and Development Opportunities. Revista Administração Em Diálogo - RAD, 27(SI), 167–183. https://doi.org/10.23925/2178-0080.2025v27iSI.73123

Edição

v. 27 n. SI (2025): Dezembro

Seção

Artigos

Licença

Copyright (c) 2025 Volodymyr Khud, Kateryna Horiunova, Oleksiy Skidanov, Halyna Taranenko

Creative Commons License
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.

Licença Creative Commons
Este obra está licenciado com uma Licença Creative Commons Atribuição 4.0 Internacional.