Tourism development strategy: the role of staff and digital business transformation

The article considers the problem of tourism development in Ukraine and the world, the key role in which is played by the development of strategies. It is emphasized that the peculiarity of tourism activity is the complexity of its organization and management, since the tourism product is formed on the basis of the activities of various businesses. An analysis of the effectiveness of tourism activities in Ukraine and a number of countries of the world was carried out, which showed problematic aspects, the solution of which requires the development of a number of strategies. A strategy for the development of the region through the formation of a tourist territorial cluster is proposed, which should unite the efforts of not only tourism enterprises, but all subjects of a certain region (territory) interested in tourism development. Its information strategy should provide for the creation of an information subject of the cluster, which ensures the active formation of the external and internal information environment, using digital information technologies and the creative approach of the staff to this process. In the absence of a territorial cluster, tourism enterprises must independently develop and implement an information strategy based on digitalization, coordinating it with the personnel strategy. The risks of digitalization of business processes of tourism enterprises are identified. Approaches to the development of personnel and digital strategies of tourism enterprises are proposed, which are based simultaneously on the maximum use of the possibilities of digital information technologies and human potential to obtain a synergistic effect from their combination. The directions of interaction of such strategies are determined, in particular, keeping the consumer from independently forming a tour, presenting in the Internet environment, selling products through staff and the Internet. It is necessary to carefully study the needs of consumers based on the information that tourism enterprises can receive through the implementation of the digital strategy of the enterprise. Approaches to the formation of a personnel strategy are proposed, which should be based on the formation and increase in the level of creativity and emotional intelligence of the personnel