Список литературы

2408-9346

Research result. Business and Service Technologies

2408-9346

10.18413/2408-9346-2025-11-3-0-2

3858

DEVELOPMENT OF THE TOURISM INDUSTRY: FROM LOCAL PRACTICES TO GLOBAL STRATEGIES

<strong>Development of a guest journey digitalization map for hospitality industry enterprises</strong><br />  

Shkurenko

Pavel A.

Shkurenko

Pavel A.

Kosheleva

Anna I.

Kosheleva

Anna I.

2025

11300

The study focuses on the digitalization of the hotel industry, with an emphasis on enhancing guest experience management through the adoption of digital technologies. The relevance of this research stems from the hospitality sector's lag in digitalization compared to other service industries. This is due to high capital expenditures and insufficient technical expertise of management. The study aims to develop a guest journey digitalization map by integrating the Customer Journey Map (CJM) framework with a classification of hotel business processes. The methods employed include analysis and synthesis of scientific literature, business process modeling, and content analysis. As a result, a detailed map is proposed, identifying digital solutions for each stage of guest interaction (e.g., HMS, RMS, mobile applications). The key conclusion is that forming a digital ecosystem in hotels by integrating multiple digital solutions can improve service quality and guest satisfaction. The practical significance of the study lies in providing a tool for strategic digitalization planning. Future research prospects involve evaluating the effectiveness of implemented technologies and adapting solutions for independent hotels.

digitalizationguest experiencecustomer journey map (CJM)business processeshospitality industryhotel business

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