CONCEPTUAL FOUNDATIONS AND PRACTICAL ASPECTS OF INFORMATION AND COMMUNICATION PROVISION OF TOURIST ENTERPRISES

The article is devoted to the study of the conceptual foundations of information and communication support for tourism enterprises and consideration of practical aspects of the use of information and communication technologies by tourism enterprises. Attention is focused on the theoretical study of the problems of information and communication technologies in tourism with the identification of the most important scientific achievements and researchers in this field. Scientific and practical approaches to information and communication technologies as part of information and communication support of a tourist enterprise are summarized, in particular, economic, technical, social, psychological and interdisciplinary approaches. The main ones have been considered stages in the implementation of ICT with a brief description of each of them. The grouping of the most significant and popular types of ICT by tourism enterprises was carried out, where for each of the types, the main ICTs that are specific to them, as well as common ones that can be used by several, are considered. The work focuses on the types of ICT used in practical activities by airlines, accommodation establishments, catering establishments, travel operators and travel agencies. In order to achieve strategic goals, a tourist enterprise has proposed a methodological approach to information and communication support, which provides for the implementation of five basic stages with the selection of relevant goals for each of them in order to form a comprehensive approach that will allow not only to identify problematic issues, but also to find reserves for their solution. It is proposed to evaluate the effectiveness of the website of a tourist enterprise using cohort analysis, which allows to group consumers according to certain characteristics and to form appropriate strategies for improving operational activities. The main stages of working with cohort analysis to achieve the strategic goals of a tourism enterprise are given. To justify the effectiveness of software implementation, it is proposed to use cognitive modelling, which allows combining subjective and objective assessments. The use of the proposed approaches to the use of various types of ICT by tourist enterprises will allow to achieve the specified tasks not only in the long-term, but also in the short-term perspective.