Uman National University | today: 06/19/2025
| Author(s) | Чернихівська А., , , | ||
|---|---|---|---|
| Category | Economics | ||
| year | 2025 | issue | Випуск 106 Частина 2 |
| pages | 363-375 | index UDK | 338.48:640.4:004:005.8 | DOI | 10.32782/2415-8240-2025-106-2-363-375 (Link) |
| Abstract | This article investigates the synergy between tour operation and hospitality services in the context of digital transformation. It emphasizes that effective collaboration between these sectors is crucial for developing an integrated and high-quality tourism product. The study examines digital tools such as APIs and CRM systems that enable real-time data exchange between tour operators, hotels, restaurants, and service platforms. These technologies not only improve service quality but also enhance the personalization of travel experiences, increase the length of stay, average customer spending, and the likelihood of repeat visits. The article also addresses international quality standards relevant to tourism and hospitality, including ISO 9001, HACCP, ISO 22000, and EN ISO 22483, as well as evaluation models such as SERVQUAL, SERVPERF, and the Grönroos model. It is demonstrated that implementing these standards allows HoReCa establishments to maintain consistently high service levels, streamline operations, and reinforce customer trust in tour operators. In the context of digital ecosystems, compliance with such standards ensures interoperability, data protection, and the delivery of seamless service at every point of the customer journey. Special focus is placed on the potential of integrated digital platforms that combine booking, payment, information services, and personalized recommendations. Case studies from Kyiv, Lviv, Dnipro and Odesa illustrate successful integration of hotels, restaurants, and tour operators into unified digital systems. These include API connections between PMS systems and tour modules, CRM systems with multi-booking features, tourism cards with bonuses and cashback and microservice platforms linked to urban tourism infrastructure. In Kyiv, for example, a local tour operator partnered with boutique hotels and restaurants to offer custom packages via a centralized app, while in Lviv, cultural tourism is supported by interactive mobile guides connected to booking systems. Such practices enhance the competitiveness of local tourism products, encourage sustainable development, and serve as scalable, innovative models for other cities in Ukraine and beyond. | ||
| Key words | tour operation, tourism product, hospitality service, service quality, synergy, digitalization, competitiveness, innovation, technology | ||