Transformation of Digital Tourism Services

The purpose of the study is to determine world trends in digitalization as a global trend in the tourism services modernity and to identify priority areas for their development using the Hoshin Kanri model. This study has identified publication trends and research hotspots using bibliometric analysis and the Hoshin Kanri method of modeling and controlling digitalization risks. The transformation of tourism services digitalization has been found to be occurring with the increase in the number of Internet users, the social media popularity and their ability to reach a global digital population. The business processes of the world’s leading tourism countries and leading enterprises that provide artificial intelligence tourism services are analyzed. Using Internet platforms for business is proven important. The world’s leading companies that are transforming the tourism market are identified. The ways to restore the tourism industry after the COVID-19 pandemic through digital transformation are defined. The availability of financial support for projects on eco-tours, SUSRUR, I-STARS, rural tourism in the EU and LookUp is determined. The growth in the tourism market by an average of 7.5% annually is expected. The result of the study is the proposed Hoshin Kanri model as a tool for planning a strategy for the priority direction of developing tourism services digitalization. The application of the Hoshin Kanri model by tourism enterprises has made it possible to identify priority areas for the tourism services development in the context of global digitalization trends.