Methodology of Marketing Assessment of the Level of Digitalization of a Tourism Enterprise

The choice of the research direction is justified by the new conditions of functioning of the tourism market. The purpose of the study is to develop a methodology for marketing assessment of the level of digitalization of a tourism enterprise based on the study of the digital tourism space and generalization of the theoretical principles of digitalization of the tourism business. The genesis of the term “digitalization” in the context of organizing the activities of a tourism enterprise is researched. The functions and technologies in the digital space of the tourism industry are defined. The understanding of modern digital tourism as a concept based on the permanent and systematic use of digital technologies in creating added value of tourism experience for users is clarified. The tools of digital marketing in the model of a complex tourism product are generalized. It is stated that the use of a marketing approach to managing the level of digitalization of a product and a travel company increases the importance of the digitalization strategy in ensuring its competitive position in the market. Specific actions to develop a digitalization strategy for tourism enterprise are proposed. The methods of quantitative marketing assessment of the level of digitalization of tourism enterprise are proposed and substantiated. Recommendations are provided for the development and implementation of a digital marketing strategy. The author proposes to the scientific community a direction for further research, which lies in the plane of finding solutions to complex issues related to the digital transformation of a tourism enterprise.