Використання штучного інтелекту для аналізу ринку туристичних послуг та створення цифрового продукту

Olena Sushchenko; Roman Korniichuk

doi:10.32515/2663-1636.2025.14(47).132-142

Authors

Olena Sushchenko Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Tourism and Hotel and Restaurant Business https://orcid.org/0000-0002-2645-8015
Roman Korniichuk Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine https://orcid.org/0009-0008-4095-9888

DOI:

https://doi.org/10.32515/2663-1636.2025.14(47).132-142

Keywords:

tourism, artificial intelligence, digitalization, digital products, tourism services, market

Abstract

This article aims to explore the potential of applying artificial intelligence (AI) tools to analyze the tourism services market and develop digital products that can enhance the competitiveness of Ukraine’s tourism industry in the context of digitalization. It emphasizes the need to design mechanisms that ensure effective collaboration between traditional tourism enterprises and innovative digital services. This approach is particularly significant in the context of post-war economic recovery and establishing a resilient digital ecosystem that can respond to global challenges.

The article analyzes current trends in the application of AI in tourism, including service personalization, the creation of intelligent recommendation systems, and the automation of booking processes and marketing communications. It summarizes domestic and international scholarly contributions on implementing machine learning algorithms, big data processing, and using virtual and augmented reality (VR/AR) technologies and virtual tourism. Special attention is given to the role of social networks as sources of behavioral data, which, when combined with AI tools, enable a deeper understanding of consumer needs and the development of new business models. The findings demonstrate that integrating AI into the tourism sector creates opportunities for developing customer-oriented digital products that enhance efficiency, personalization, and security.

The conclusions emphasize that the tourism industry's future development will depend on enterprises' ability to integrate AI into their core business processes. Promising areas for future research include developing integrated models for managing tourist flows through AI, enhancing cybersecurity mechanisms in the digital environment, and evaluating the effectiveness of VR/AR technologies in promoting destinations. Maintaining a balance between innovation and security will be a key factor in enhancing the global competitiveness of national tourism.

Author Biographies

Olena Sushchenko, Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Tourism and Hotel and Restaurant Business

Professor, Doctor in Economics (Doctor of Economic Sciences), Head of the Department of Tourism and Hotel and Restaurant Business

Roman Korniichuk, Simon Kuznets Kharkiv National University of Economics, Kharkiv, Ukraine

Postgraduate (student of the third (educational and scientific) level of higher education)

References

Список літератури

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References

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2. Ahmad, N., Samad, S., & Han, H. (2023). Travel and Tourism Marketing in the age of the conscious tourists: a study on CSR and tourist brand advocacy. Journal of Travel & Tourism Marketing, 40(7), 551–567. [in English] https://doi.org/10.1080/10548408.2023.2276433.

3. Avriata, O., & Struk, I. (2025). Digital Transformation of the Tourism Industry in Ukraine. Ekonomika i suspilstvo, 45(1), 112–120. [in English] https://doi.org/10.32782/2524-0072/2025-45-17.

4. Duarte, A., Pinho, J., & Mota, P. (2020). Expert systems in hospitality and tourism: A review and future perspectives. Tourism Review, 75(4), 789–802. [in English] https://doi.org/10.1108/TR-06-2019-0279.

5. González-Mendes, B., Moreira, J., & Cunha, C. (2024). Artificial intelligence in tourism: A bibliometric analysis (2000–2023). Sustainability, 16(2), 1552. [in English] https://doi.org/10.3390/su16021552.

6. DataReportal. (2024). How the world goes online in 2024: Global digital insights. https://datareportal.com/reports/digital-2024-global-overview-report [in English]

7. REST Publisher. (2023). The Influence of Social Media on Travel Decision-Making. https://restpublisher.com/influence-of-social-media-travel [in English]

8. Petrova, M., Sushchenko, O., Dekhtyar, N., & Shalbayeva, S. (2025). The Prospects of Sustainable Development of Destroyed Tourism Areas Using Virtual Technologies. Sustainability, 17(7), 3016. [in English] https://doi.org/10.3390/su17073016.

9. Puerta, J., García, M., & López, R. (2024). Risk Assessment in Tourism Using Machine Learning and Genetic Algorithms. Annals of Tourism Research, 97, 103–128. [in English] https://doi.org/10.1016/j.annals.2023.103128.

10. International Research Journal of Human and Innovative Studies (IRJHIS). (2023). Social media influence on travel choices. https://www.irjhis.com/article/social-media-influence-on-travel-choices [in English]

11. Statista. (2024). Social media and travel opinions. https://www.statista.com/chart/31921/social-media-and-travel-opinions/ [in English]

12. Sushchenko, O., Kasenkova, K., Pohuda, N., & Petrova, M. (2025). Implementation of Eye-Tracking Technology in The Domestic Tourism Marketing Complex. Tourism and Hospitality, 6(2), 94. [in English] https://doi.org/10.3390/tourhosp6020094.

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15. Zhuravka, O., Chernysh, V., & Kozachenko, T. (2022). Digital Innovations in Domestic Tourism in Ukraine. Economic Annals-XXI, 193(9–10), 45–52. [in English] https://doi.org/10.21003/ea.V193-05.