TOUR OPERATIONS BASED ON INNOVATION: NEW APPROACHES AND PROSPECTS IN MODERN TOURISM MANAGEMENT
Authors
Keywords
tour operator, innovation management, digital technology solutions in tourism, competitiveness
ABSTRACT
This monograph examines the transformation of tour operator activities in the context of digitalization, changing consumer preferences and increased pressure for sustainability of tourism services. The focus is on developing and testing a model for assessing and improving the innovation effectiveness in tourism enterprises performing tour operator activities. The role of technological solutions such as artificial intelligence, big data and digital platforms in personalizing tourism services and increasing the competitiveness of tour operators is analyzed. The research is based on a mixed methodological approach (survey, interviews and regression analysis) and the theoretical basis is supported by established models of innovation adoption and diffusion. The results obtained show that the application of innovations and digital technologies in tour operator activities significantly improves efficiency, enhances service quality, and creates a higher degree of personalization of tourist services. It is established that targeted management of innovation processes is critical for tour operators aiming to strengthen competitiveness and improve market positioning in a dynamic market environment.
CONTENTS
INTRODUCTION 11
CHAPTER I: INNOVATIONS IN TOUR OPERATOR
ACTIVITIES AND MODERN TOURISM MANAGEMENT 17
1.1. Role of tour operators in the tourism industry 17
1.2. Conceptual framework of innovation in tourism management 31
1.2.1. Definition and classification of innovations 31
1.2.2. Digital transformation: AI, Big Data, Blockchain and their
impact on tour operator operations 44
1.3. Innovative approaches in modern tour operations 53
1.4. Innovation-based tour operator model 82
CHAPTER II. INTEGRATED APPROACH TO EVALUATION
OF INNOVATIONS IN TOUR OPERATOR ACTIVITIES 91
2.1. Research design and rationale 91
2.2. Data collection methods for evaluating innovations
in tour operator activities 99
2.3. Theoretical models for innovation adoption 108
2.3.1. Rogers' Diffusion of Innovations (DOI) model 108
2.3.2. Technology Acceptance Model (TAM) 114
2.4. Analytical techniques 123
2.5. Validity, reliability and limitations of the study 137
CHAPTER III: TOUR OPERATIONS BASED ON INNOVATION
BY THE EXAMPLE OF AMAVI TRAVEL LTD 140
3.1. Analysis of the innovation-based tour operator
model in Amavi Travel 142
3.2. Research and evaluation of innovation efficiency
in Amavi Travel 151
3.3. Opportunities for improving innovation strategies in the sector 179
CONCLUSION 189
REFERENCES 192
APPENDICES 223
APPENDIX 1. EMPLOYEE QUESTIONNAIRE 223
APPENDIX 2. USER QUESTIONNAIRE 226
Pages: 1
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