Logo_Service & Tourism: Current Challenges

Marketing Hospitality and Tourism Services

Vol. 20 No. 1 (2026)

Sustainability of business tourism in the context of the development of online communications

DOI:
https://doi.org/10.22412/2414-9063-2026-20-1-73-82
Submitted
April 11, 2026
Published
March 30, 2026

Abstract

According to statistics, in the era of digitalization of business communications, the flow of business tourists is growing every year. This contradiction requires a detailed analysis in order to identify the factors of sustainability of business tourism in the modern environment. The article proves that the growth of business travel reflects not a quantitative expansion, but a qualitative transformation of the industry. Based on the analysis of domestic and foreign research on the topic, a scheme for the optimal distribution of tasks between communication formats has been developed, where operational tasks and regular communications are assigned to the online format, and strategic tasks are assigned to business tourism. It is assumed that the transfer of standard operations to an online format frees up budgets to improve the organization of strategic tasks in face-to-face meetings. The scientific novelty consists in identifying six main reasons limiting the substitution of online conferences for business tourism and providing a schematic justification for the choice of communication formats. It has been proven that business tourism remains the main tool for implementing strategic initiatives and holding corporate events, while online conferences remain an additional, but not a substitute format for business communication.

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