TOURISM AND DIGITAL TECHNOLOGIES: ANALYSIS OF THE RELATIONSHIP

Based on a bibliographic analysis of the literature, it is determined that most current studies point to the impact of digitalization on tourism. Digital technologies are changing tourism preferences, consumption, and the essence of the interaction of tourism business entities. In this context, the study aims to identify the specifics of the relationship between the level of international tourism development and digital technologies. The purpose of the study is to determine the features of the relationship between the level of international tourism development and digital technologies. Methods such as bibliographic, standardization, correlation analysis, factor analysis without rotation and, factor analysis with rotation using the Varimax method, comparative analysis, graphical analysis were used in the article. The World Bank International Tourism Indicators (such as expenditures, the number of arrivals, the number of departures, and receipts) and the Network Readiness Index were used for the analysis. The data covers 130 countries for 2020. The research identified correlations between indicators of international tourism development and the Networked Readiness Index and its components. The analysis shows that there is a direct relationship between the analyzed indicators. Also, factor loadings were calculated in the paper using factor analysis without rotation and factor analysis with rotation by applying the Varimax method. The Varimax rotation method made it possible to identify two well-defined factors, one closely related to the Networked Readiness Index sub-indices and the second – to the international tourism indicators. By using factor analysis without rotation, one factor was identified. Based on this analysis, it was concluded that the level of international tourism development and the degree of digitalization of the economy are linked. In the case of determining the relationship between the sub-index Networked Readiness Index Technology and expenditures and the number of arrivals, this relationship was not identified. The results highlight the importance of digitalization in the tourism business. In doing so, the paper points out that in addition to digital technologies, tourism companies should also pay attention to other factors such as security, risks, fluctuating economic situation, changing geo-economic and social conditions, etc.