Logo_Service & Tourism: Current Challenges_eng

Service Economy, Innovation and Experiences

Vol. 20 No. 4 (2026)

THE AUTHORIAL METHODOLOGY FOR ASSESSING THE DIGITALIZATION LEVEL OF SMALL TOURIST ENTERPRISES

DOI:
https://doi.org/10.22412/2414-9063-2026-20-4-87-101
Submitted
October 16, 2026
Published
October 16, 2026

Abstract

The article offers the authorial methodology for assessing the digitalization level of travel agencies. The relevance of creating a specialized assessment tool that takes into account the limitations of small businesses and the customer-­oriented nature of travel services is substantiated. A system of 25 indicators has been developed and grouped into six areas: operational automation, online sales, marketing, security, IT competencies and integration with government platforms. A method for calculating an integral indicator of the digitalization level using a matrix of indicator significance and a 100‑point scale is proposed. The methodology was tested on a sample of 15 small travel agencies in Moscow, which made it possible to identify typical “blind spots” of digitalization and identify priority development areas. As a result, a pronounced polarization of the industry has been revealed: the gap between technology leaders (online aggregators) and traditional travel agencies exceeds four times the value of the integrated Digital Maturity Index (DMI). Based on empirical data, the hybrid model (Phygital) is substantiated as the most promising for small and medium-­sized businesses, allowing small and medium-­sized enterprises to increase operational efficiency while maintaining the competitive advantages of personal service. Integration with government platforms and marketing automation are recognized as priority development areas. The developed methodology can be used by owners of small tourism enterprises for diagnostics, digital transformation planning and benchmarking.

References

  1. 1. Алексахин А. Н. Цифровая трансформация в сфере туризма: тенденции и перспективы развития / А. Н. Алексахин, Е. Н. Нохтуева, Л. С. Байтимерова // Вестник Академии знаний. – 2024. – № 3 (62). – С. 674–679. – URL: https://cyberleninka.ru/article/n/tsifrovaya-­transformatsiya-v-sfere-­turizma-tendentsii-i-perspektivy-­razvitiya (дата обращения: 02.06.2026).
  2. 2. Аузан А. А. Институциональные основы цифровой трансформации // Цифровая экономика: институциональный анализ / под ред. А. А. Аузана. – М.: ИНФРА-М, 2020. – С. 45–67.
  3. 3. Боголюбов В. С. Потенциал использования цифровых платформ в туризме / В. С. Боголюбов, С. А. Боголюбова // Вестник Алтайской академии экономики и права. – 2023. – № 4. – С. 156–162. – DOI: 10.17513/vaael.2778.
  4. 4. Веселов Ю. В. Доверие в эпоху цифровых трансформаций: опыт социологического исследования / Ю. В. Веселов, Н. Г. Скворцов // Социологические исследования. – 2021. – № 6. – С. 57–68. – DOI: 10.31857/S013216250012556-4.
  5. 5. Вишневская Е. В. Влияние цифровых технологий на развитие туристского рынка / Е. В. Вишневская // Научный результат. Технологии бизнеса и сервиса. – 2019. – № 4. – URL: https://cyberleninka.ru/article/n/vliyanie-­tsifrovyh-tehnologiy-na-razvitie-­turistskogo-rynka (дата обращения: 02.06.2026).
  6. 6. Головцова И. Г. Стратегический вектор управления организацией в условиях цифровой трансформации экономики / И. Г. Головцова, В. И. Брежнев // Экономика и управление: проблемы, решения. – 2023. – № 4. – С. 23–30. – DOI: 10.36871/ek.up. p. r.2023.04.03.002.
  7. 7. Иващенко Н. П. Концепция национальной инновационной системы // Экономика инноваций: учебник / под ред. Н. П. Иващенко. – М.: Экономический факультет МГУ, 2022. – С. 145–168.
  8. 8. Макаров М. В. Цифровизация туризма в современных экономических условиях / М. В. Макаров // Вестник науки. – 2025. – № 10 (91). – Т. 3. – С. 70–74.
  9. 9. Об основах туристской деятельности в Российской Федерации: Федеральный закон от 24.11.1996 № 132-ФЗ (ред. от 14.07.2022) // Собрание законодательства РФ. – 1996. – № 49. – Ст. 5491.
  10. 10. О персональных данных: Федеральный закон от 27.07.2006 № 152-ФЗ (ред. от 14.07.2022) // Собрание законодательства РФ. – 2006. – № 31 (ч. 1). – Ст. 3451.
  11. 11. Edquist C. Design of Innovation Policy through Diagnostic Analysis: Identification of Systemic Problems (or Failures) / C. Edquist // Industrial and Corporate Change. – 2011. – Vol. 20, № 6. – P. 1605–1627.
  12. 12. European Commission. Digital Economy and Society Index (DESI) 2024: thematic chapters. – Brussels. URL: https://www.coit.es/sites/default/files/0_desi_2021_thematic_chapters_full_european_analysis.pdf. – Дата обращения: 02.04.2026.
  13. 13. Kagermann H. Recommendations for implementing the strategic initiative INDUSTRIE 4.0. / H. Kagermann, W. Wahlster J. Helbig. – Frankfurt: acatech, 2013. – 82 p.
  14. 14. Kenney M. Unicorns, Chameleons, and Social Media: The Rise of the Platform Economy / M. Kenney, J. Zysman // IEEE Technology and Society Magazine. – 2016. – Vol. 35, № 4. – P. 24–33.
  15. 15. Law R. Information and Communication Technologies in Tourism 2014. / R. Law, D. Leung, D. Buhalis. – Springer, 2014. – 512 p.
  16. 16. OECD. Going Digital: Enhancing the Digital Transformation of SMEs [Электронный ресурс] / OECD Publishing. – Paris: OECD, 2021. – URL: https://www.oecd.org/sme/topics/digitalisation.htm. (дата обращения: 02.06.2026).
  17. 17. Westerman G. Leading Digital: Turning Technology into Business Transformation / G. Westerman, D. Bonnet, A. McAfee. – Boston: Harvard Business Review Press, 2014. – 272 p.
  18. 18. Xiang Z. Information technology and consumer behavior in travel and tourism: Insights from 20 years of research / Xiang, Magnini, V. P., Fesenmaier, D. R. // Journal of Destination Marketing & Management. – 2015. – Vol. 4, Issue 4. – Pp. 244–249.
  19. 1. Aleksakhin, A. N., Nokhtueva, E. N., Baytimerova, L. S. (2024). Cifrovaya transformaciya v sfere turizma: tendencii i perspektivy` razvitiya [Digital transformation in tourism: trends and development prospects]. Vestnik Akademii znanij [Bulletin of the Academy of Knowledge], 3, 674–679. URL: https://cyberleninka.ru/article/n/tsifrovaya-­transformatsiya-v-sfere-­turizma-tendentsii-i-perspektivy-­razvitiya (Accessed on February 02, 2026). (In Russ.).
  20. 2. Auzan, A. A. (2020). Institucional`ny`e osnovy` cifrovoj transformacii [Institutional foundations of digital transformation]. In: Cifrovaya e`konomika: institucional`ny`j analiz [Digital economy: institutional analysis]. Moscow: INFRA-M, 45–67. (In Russ.).
  21. 3. Bogolyubov, V. S., Bogolyubova, S. A. (2023). Potencial ispol`zovaniya cifrovy`x platform v turizme [The potential of using digital platforms in tourism]. Vestnik Altajskoj akademii e`konomiki i prava [Bulletin of the Altai Academy of Economics and Law], 4, 156–162. DOI: 10.17513/vaael.2778. (In Russ.).
  22. 4. Veselov, Yu. V., Skvortsov, N. G. (2021). Doverie v e`poxu cifrovy`x transformacij: opy`t sociologicheskogo issledovaniya [Trust in the age of digital transformations: a sociological study]. Sociologicheskie issledovaniya [Sociological Studies], 6, 57–68. DOI: 10.31857/S013216250012556-4. (In Russ.).
  23. 5. Vishnevskaya, E. V. (2019). Vliyanie cifrovy`x texnologij na razvitie turistskogo ry`nka [The impact of digital technologies on the development of the tourism market]. Nauchny`j rezul`tat. Texnologii biznesa i servisa [Research Result. Business and Service Technologies], 5 (4). URL: https://cyberleninka.ru/article/n/vliyanie-­tsifrovyh-tehnologiy-na-razvitie-­turistskogo-rynka (Accessed on February 02, 2026). (In Russ.).
  24. 6. Golovtsova, I. G., Brezhnev, V. I. (2023). Strategicheskij vektor upravleniya organizaciej v usloviyax cifrovoj transformacii e`konomiki [A strategic management vector in conditions for digital transformation of the economy]. Ekonomika i upravlenie: problemy, resheniya [Economics and Management: Problems, Solutions], 3(4), 23–30. DOI: 10.36871/ek.up. p. r.2023.04.03.002. (In Russ.).
  25. 7. Ivashchenko, N. P. (2022). Koncepciya nacional`noj innovacionnoj sistemy` [The Concept of the National Innovation System]. In: E`konomika innovacij [Economics of Innovation]: textbook. Moscow: Faculty of Economics, Moscow State University, 145–168. (In Russ.).
  26. 8. Makarov, M. V. (2025). Cifrovizaciya turizma v sovremenny`x e`konomicheskix usloviyax [Digitalization of tourism in modern economic conditions]. Vestnik nauki [Bulletin of Knowledge], 3(10), 70–74. (In Russ.).
  27. 9. Ob osnovax turistskoj deyatel`nosti v Rossijskoj Federacii [On the Fundamentals of Tourism Activities in the Russian Federation]: Federal Law No. 132-FZ dated on November 24, 1996 (as amended on July 14, 2022)]. Sobranie zakonodatel`stva RF. 1996. № 49. St. 5491. [Collection of Legislation of the Russian Federation (1996), No. 49. Art. 5491]. (In Russ.).
  28. 10. O personal`ny`x danny`x [On Personal Data]: Federal Law No. 152-FZ dated on July 27, 2006 (as amended on July 14, 2022)]. Sobranie zakonodatel`stva RF. 2006. № 31 (ch. 1). St. 3451. [Collection of Legislation of the Russian Federation (2006), No. 31, part 1, Art. 3451]. (In Russ.).
  29. 11. Edquist, C. (2011). Design of Innovation Policy through Diagnostic Analysis: Identification of Systemic Problems (or Failures). Industrial and Corporate Change, 20(6), 1605–1627.
  30. 12. European Commission. Digital Economy and Society Index (DESI) 2024: thematic chapters. Brussels. URL: https://www.coit.es/sites/default/files/0_desi_2021_thematic_chapters_full_european_analysis.pdf (Accessed on April 02, 2026).
  31. 13. Kagermann, H., Wahlster, W., & Helbig, J. (2013). Recommendations for implementing the strategic initiative INDUSTRIE 4.0. Frankfurt: acatech, 82.
  32. 14. Kenney, M., Zysman, J. (2016). Unicorns, Chameleons, and Social Media: The Rise of the Platform Economy. IEEE Technology and Society Magazine, 35(4), 24–33.
  33. 15. Law, R., Leung, D., & Buhalis, D. (2014). Information and Communication Technologies in Tourism 2014: Proceedings of the International Conference in Dublin. Dublin: Springer International Publishing.
  34. 16. OECD (2021). Going Digital: Enhancing the Digital Transformation of SMEs. Paris: OECD Publishing. URL: https://www.oecd.org/sme/topics/digitalisation.htm. (Accessed on April 02, 2026).
  35. 17. Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading Digital: Turning Technology into Business Transformation. Boston: Harvard Business Review Press.
  36. 18. Xiang, Z., Magnini, V. P., & Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from 20 years of research. Journal of Destination Marketing & Management, 4(4), 244–249.

Downloads

Download data is not yet available.