USE OF DIGITAL TECHNOLOGIES IN THE PLANNING AND IMPLEMENTATION OF TOURISTIC, HOTEL AND RESTAURANT SERVICES

Introduction. The implementation and use of digital technologies in the economic processes of tourism and hospitality companies allows them to increase their competitiveness, develop new services and expand their markets; contributes to the efficiency of employment and investment attraction, as well as promotes the formation of an information-educated society. Given contemporary challenges and the requirement to introduce innovative solutions into the activities of tourism and hospitality companies, the importance of using digital technologies in the planning and implementation of services is growing significantly and requires creative approaches. Considering the aforesaid, there is a need for a more detailed study of digitalisation, in particular the use of digital technologies in the planning and implementation of touristic and hotel and restaurant services. Purpose. The purpose of the article is to study the key aspects of the use of digital technologies in planning the activities of an enterprise and in the process of implementation of touristic and hotel and restaurant services. Materials and methods. The theoretical and methodological basis of the study were modern scientific developments of domestic and foreign scientists devoted to the issues of informatisation of society and information support of economic forms of activity, particularly in the field of tourism and hotel and restaurant business. The informational basis of the study is official statistical materials, data on activities in the tourism and hospitality industry. In order to accomplish the objectives of the study, the following methods were used: the method of comparison (scientific and analytical methodology) — for processing literature sources; the method of generalisation and systematisation — for structuring scientific approaches to defining the essence of the terms “digitalisation” and “digitisation”; general scientific methods of analysis and synthesis — for determining the forms and types of digital technologies; the method of analytical advantages was used to determine the advantages and disadvantages of using digital technologies; the method of logical generalisation of the results — to formulate the conclusions of the conducted study. Results. The article studies the key aspects of the use of digital technologies in the planning and implementation of touristic and hotel and restaurant services. The definitions of ‘digitalisation' and ‘‘digitisation'' are analysed. It is specified that digital technologies play a key role in the management of touristic and hotel and restaurant enterprises, providing automation of business processes and improving the quality of service, as well as expanding the customer base and a variety of other benefits.