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This is an Open Access article, distributed under the terms 
of the Creative Commons Attribution CC BY 4.0

1 Vinnytsia National Agrarian University, Ukraine (corresponding author)
E-mail: zakharovatet@ukr.net
ORCID: https://orcid.org/0000-0002-5736-8346

DOI: https://doi.org/10.30525/2661-5150/2022-3-5

THE IMPORTANCE OF INFORMATION TECHNOLOGY  
FOR FORECASTING THE ACTIVITIES OF THE ENTERPRISE  

IN THE TOURISM BUSINESS
Tеtiana Zakharova1

Abstract. The aim of the article is to study the importance of information technologies for forecasting business 
activity in the tourism business. The analysis of the processes taking place in the industry shows a discrepancy 
between the level of application of information technologies in the activities of domestic business entities in the 
sphere of tourism development and their implementation in tourist developed countries of the world. Specific 
features of the creation and implementation of tourism services (a large number of participants and a significant 
geographical reference, a balanced system of relations between the subjects of the tourism market, territorial 
differentiation of the tourist product, remoteness of the place of sale of tourist services from the place of their 
consumption) necessitate an increase in the level of provision of the management system of modern information 
technology. Methodology. The following methods were used to study this topic: descriptive, idealization,  
statistical, field research. Much of the data in this study was obtained through observations of both tourism 
businesses and consumers of tourism services. Results. The need to forecast the results of the enterprise is due to 
a significant degree of uncertainty and a large number of risks, because the economic environment, both external 
and internal, is characterized by high dynamics and changes. Forecast indicators are an important component 
of the management process of the enterprise and its divisions in the context of identifying opportunities 
and threats, the level of solvency of the enterprise. Practical implications. Activity in the field of information  
technology is based on a number of features, which are based on the innovation policy of the enterprise in 
the tourism business: the dynamism of information technology; novelty of products or services provided or 
produced. This leads to the growth of the information services market, implementation and use of the most 
modern products in the field of information technology. All this provides a strategic advantage of the company 
in the market. Value/originality. It is proved that the modern work of the enterprise is impossible without the 
analysis of future forecasts and development programs that will contribute to the achievement of the expected 
and desired state of affairs. The development and implementation of forecasting methodology has become an 
objective requirement for enterprises in any field of activity.

Key words: forecasting, information systems, information technologies, tourism business, efficiency.

JEL Classification: М30, L83, Z32

1. Introduction
Modern tourism business is impossible without 

the support of information technology, which has 
a significant impact on the activities of enterprises 
and is important for the survival and growth of the  
economy in a country where there is a war today. For 
many people, 2021 and 2022 are years they would like 
to leave behind. The impact of COVID-19 and the  
war in Ukraine has affected both businesses and 
consumers, and the world at large.

Of all the areas of activity in Ukraine, tourism has 
suffered the most. Today this industry needs changes. 
Instead of guessing "blindly ", it is better to entrust 
the future to information technologies. The degree 
of development of information resources determines 
the overall level of informatization. Informatization 
is defined as a set of interconnected organizational, 
legal, political, socio-economic, scientific and 
technical processes aimed at creating conditions for 
meeting information needs through the formation 
and development of information systems, networks, 



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resources and technologies based on the use of  
modern computer and communication technologies.

The main purpose of information systems and 
technologies in tourism business is to ensure the efficient 
use of information resources, such as (Voynarenko, 
2017):
– development of strategic development plans of 
organizations;
– ensuring the competitiveness of the company 's 
divisions, taking into account the opinion of  
customers and the state of competitors;
– facilitating management decision-making;
– in the process of studying the impact of investment 
and innovation activities.

The importance and effectiveness of the use of 
information technologies and information resources 
to improve the efficiency of the tourism business  
enterprise has been repeatedly emphasized in 
professional sources. The research of the essence of 
forecasting and modern technologies, which can  
be used to develop enterprise development strategies, 
is devoted to the work of the following scientists: 
V. Vernadskyi, I. Blagun, N. Viner, V. Vitlinskyi, 
P. Hryhoruk, V. V. Glushkov, Z. Partiko, S. Lazareva, 
O. Lyashenko, O. Chernyak, G. Pocheptsova, E. Toffler, 
K. Shanon, B. Evelson, D. Vesset, P. Luna, F. Kotler, 
L. Fleischner, M. Porter, and others.

2. The impact of the economic crisis  
on consumer behavior

Studies of the behavior of Ukrainian consumers  
by domestic scientists are carried out fragmentarily.  

In this regard, there remain unresolved topical issues  
of the influence of consumer sentiment on the 
perception of innovations in the tourism business,  
taking into account the factors of influence of the 
economic crisis, as well as their interpretation in  
terms of possible consequences for the tourism  
market and society as a whole. These problems 
are of particular relevance in the context of, firstly,  
economic and political crisis, and secondly, in the 
context of modern European integration processes  
of Ukraine, which, in particular, are associated with  
the adaptation of Ukrainian consumption culture to  
the European level.

3. Differences in consumer behavior  
between age groups

At different stages of creating and promoting  
a tourism product, information technologies influence 
tourism.

Modern information technologies create a single  
information space. Its physical basis is laid in  
integrated computer networks and communication 
systems. This unity makes it possible to support and 
coordinate not only technological processes, but 
also business activities of any modern organization 
or enterprise. This approach involves technical, 
organizational and methodological integration of 
the main areas of management activities, such as: 
production, organizational, marketing, financial, 
accounting, personnel and project. Information 
products can be located in different databases. In 
the future, each individual organization regulates 

Information 
technology

Improvement
of the efficiency

of enterprise
management

Creation of 
new services

Improvement
of customer

service quality

Іmplementation
of services

Figure 1. The main directions of the use of information technology in tourism

Source: compiled by the author based on (2018, 2019, 2022)



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access to certain information products depending on 
its own goals. Thanks to information technologies,  
operational coordination of actions is ensured through 
the use of modern means of communication and 
software products (Yaremko, 2021).

Modern information systems are able to assess 
the competitive environment, taking into account 
all important macroeconomic and microeconomic 
factors for the enterprise. It is also possible to 
analyze the information gap in the tourism industry,  
to identify current and future needs of clients 
and customers. With the help of information 
products, an enterprise can receive information 
about the state of the market, evaluate it and 
make forecasts about competition in the industry  
(Semenenko, 2019).

The stability of the financial condition of the  
enterprise is ensured by the profit that remains after 
the payment of taxes and other mandatory payments. 
Forecasting for enterprises is a tool that ensures  
viability and successful functioning. Thanks to 
forecasting, the management of enterprises can  
navigate the economic environment and choose  
such options in the strategic perspective that could 
lead the company to success and rapid growth  
(Kovtun, 2018).

For the effective functioning of the tourism business 
enterprise, it is necessary to implement and use an 
information system that can provide a set of needs 
arising in the enterprise in the process of its economic 
activity for a long period of time. Today shows that 
the use of information technology allows to obtain or 
process the necessary information in a very short time. 
Using modern technologies, the company gets the 
opportunity to increase its competitiveness.

Tourism enterprises in most cases do not have 
a developed information system infrastructure due 
to the small number of workplaces. To a large extent, 
a typical tourism enterprise has a small number 
of computers with Internet access from a local 
provider, sometimes served by system administrators  
(or without it) (Mykhalyuk, 2020). Tourism  
enterprises that are representatives of much larger 
networks have more technical equipment and have 
a permanent service, which is an exception for 
a travel agency. Large travel agencies have a much more 
developed information system infrastructure, both 
external (connected by cooperation via the Internet)  
and internal. This is caused by the specifics of 
entrepreneurial activity and is due to the fact  
that with small investments in the development of 
the information system in a short time, a significant 
improvement of business processes (automation of 
activities with travel agencies, hotels, activities with 
tourists) is carried out. Tourist operator, as a complex 
organization, uses all solutions for the information 
system of the corporate level.

Information and communication technologies  
make it possible to accelerate the circulation and 
exchange of information, collect the necessary data, 
which is the basis for decision-making and affects the 
effective management of small and medium-sized 
businesses. The media reflect the transformation of 
society and highlight the potential of technology.

The forecast is important for a modern enterprise,  
as it can be used to determine possible goals and 
directions of development of the object; to make 
a plan for the future depending on social, economic, 
scientific, technical and environmental factors;  
planned determination of future measures to  
implement opportunities, as well as to reduce 
possible threats to each of the probable options 
for the development of future predicted events; 
assessment of material costs and certain resources for 
the implementation of the developed measures and 
consequences (Coslovsky, 2019).

In order to plan the future at the enterprise, it is 
necessary to carry out forecast estimates, because  
only the forecast allows to largely realize such an 
important and necessary planning function as 
prediction, which is based on a scientific analysis 
of reality and predictable trends and processes  
in the future.

Forecasting functions include (Kovtun, 2018):
– identification of possible goals and directions of 
development of the forecasting object;
– assessment of various economic and scientific, 
social and technical, and possibly environmental  
consequences of the implementation of each of the 
options for the development of the forecast objects;
– definition of the measures that can ensure  
minimization of various threats for the period of 
implementation of the defined strategic objectives  
and goals of the enterprise;
– determining the need for costs and resources for  
the period of implementation of the planned ideas, 
based on the conditional limitation "time – money ".

That is, forecasting is a method that uses the 
experience gained in the past and takes into account 
certain possible assumptions about the situation in 
the future (2022). High-quality forecasting will be 
the basis for making future decisions and will be the  
basis on which they will be implemented. The 
availability of forecasts allows to reasonably plan 
and foresee different scenarios in case of changes in  
certain factors affecting the implementation process.

Existing information systems provide managers 
of enterprises with information focused mainly on 
the internal environment – technology, organization 
of production. Information about the external 
environment is unsystematic. Software products 
for forecasting activities used in the market have 
created conditions for facilitating the analytical work 
related to the calculation of certain financial ratios.  



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This allows to get additional time to interpret the  
results of the analysis of the situation in which the 
company is. With the help of software and certain 
algorithms it is impossible to obtain information  
about current economic trends, certain scientific 
and technical developments, or about markets and 
competition in them, consumers and their needs, etc. 
There is a need to determine the basic functionality  
of software products used to analyze the activities  
of the enterprise (Dykan, 2019).

Forecasting is divided into the following categories 
(2022):

1. Economical:
Supply Chain – Forecasting is used in the supply 

chain to provide a company 's customers with the 
right product at the right time. It is an integral part  
of demand management processes and sales and 
operations planning, which is an integral part of the 
processes in the MRP II algorithm.

Business planning is part of the preparation and 
development of business plans.

2. Political.
3. Natural: Weather forecast; Meteorology; Prediction 

of earthquakes.
4. Technical and technological: Technical  

forecasting; Technological forecasting; Transport 
planning.

Today on the market there are more than a dozen 
systems of automation of management of tourist 
enterprises. Presented on the market of information 
technology computer programs for automation 
of the tourism industry have different capabilities  
(Kovtun, 2018).

In recent years, there has been a significant  
impact on scientific and technological progress 
in the tourism industry, which applies well to the  
introduction of new information technology.

In the field of tourism, one of the main  
achievements was its computerization. The Internet 
network, the personal computer made it possible to 
create a publicly available, extremely informational 
bridge and, in accordance with other information 
technology systems, a cheaper and faster information 
infrastructure, accessibility and reliability contributed  
to the application of modern information technology  
in all areas of humanity, which largely ensured the 
growth of productivity in the service sector.

The need for predicting the results of the  
enterprise is due to a significant degree of 
uncertainty and a large number of risks, since the 
economic environment, both external and internal,  
is characterized by high dynamics and changes. 
Predictive indicators are an important component 
of the management process of the enterprise and  
its units in the context of identifying opportunities 
and threats, the level of solvency of the enterprise  
(Varnaliy, 2019).

The best programs for forecasting in 2022 (2022):
SAP is an integrated software that provides  

planning and consolidation solutions for business 
planning. The software provides customers with  
specific financial forecasting or budgeting tools that 
provide scenario-based planning, consolidation and 
creation of customer collaboration tools.

Revolution R Enterprise is an analytical and  
statistical program for production. It is based on the  
use of the statistical language R .

STATISTICA is used for statistical analysis and  
data visualization. It provides database management 
as well as the development of custom applications  
that include a significant set of analysis procedures  
used for scientific research or in engineering, business, 
as well as specific data collection methods.

Oracle Demantra is a demand management  
and supply chain management software. It simplifies 
automated forecasting processes while displaying 
demand forecasts with factors such as supply con-
straints, customer commitments and inventory levels.

Kinaxis is an online supply chain management 
software. It integrates your data, processes, and people 
into a single software environment.

NetSuite is a powerful software package with many 
features. They are good and bad at the same time. 
Functionality provides forecasting from startups to 
revenues for small and medium-sized organizations, 
fast-growing enterprises use NetSuite to automate 
key processes and get real analytics on current  
operational and financial performance of the  
company.

SkuBrain is a program based on using sales  
history to predict future demand for a company 's 
products and then, by analyzing current inventory  
levels, makes certain recommendations on how the 
company should purchase to be able to meet that 
demand, or identify a group of products that can be  
re-stocked.

Relex is the must-have solution for retailers.  
With this software, retailers can be more competitive 
with their own cloud-based retail planning  
solution. This software enables companies to plan  
better using accurate forecasting and replenishment 
inventory, efficient use of retail space and optimized 
workforce planning.

Infor CloudSuite is an integrated supply chain 
planning platform. It helps today 's companies create 
and manage, collaborate and coordinate plans across the 
entire supply chain.

The importance of introducing information 
technology to analyze and predict the results of 
the enterprise is due to the rapid transformation 
of business, which involves the use of software  
products to optimize business processes, improve 
the efficiency of the enterprise to make the right 
management decisions (Dykan, 2019).



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4. Survey methodology
The following methods are used to study this  

topic: descriptive, idealization, statistical, field research.
Basically, the description, systematization of the 

territory and theoretical generalization of the received 
information are carried out. Two main stages can be 
distinguished – the inventory of information and its 
systematization. Information is collected through 
direct empirical observations, which were summarized 
by means of route observations. Classification and 
typology methods were used to analyze the collected 
information (Varnaliy, 2019).

The method of idealization consists in constructing 
so-called ideal models and comparing the situation. 
In its application, the features of some other  
methods and modeling, analogy, abstraction, etc. were 
taken into account.

Statistical data concerning the development  
of tourism in the international arena and in Ukraine 
(Melnyk, 2018) are partially published in domestic 
sources. This information is incomplete and provides 
an opportunity to analyze the development of  
world tourism and domestic tourism related to  
Ukraine. Therefore, many data in this study were 
obtained by observing both the enterprises of  
tourist business and consumers of tourist services.

5. Findings
Activities in the field of information technology 

is based on a number of features that determine the 
innovation policy of the enterprise in the tourism 
business: the dynamism of the field of information 
technology; novelty of products or services provided 
or produced. This leads to the growth of the market 
of information services, the introduction and use of 
the most modern products in the field of information 

technology. All this ensures the company 's strategic 
advantage on the market.

Using forecasting software, we cannot claim 100% 
that an enterprise will have the predicted outcome. 
As it is necessary to understand that the enterprise is 
influenced by external and internal factors that can 
affect the forecast.

6. Conclusions
Modern enterprise work is impossible without 

the analysis of forecasts for the future and the design 
of development programs that will contribute to 
the achievement of the expected and desired state 
of affairs. The relevance of tourism development 
has caused the need for analytical studies on the 
application of information technology at four main 
levels: mega-, macro-, meso-, micro-level. The main 
indicators of assessment of its application at different 
levels are defined. The analysis of trends in the impact 
of information technology on the development 
of tourism, the results of which are the basis for 
improving methodological approaches to assess the 
effectiveness of the use of information technology in 
the management of subjects of tourist activity. The 
development and implementation of forecasting 
methodology has become an objective requirement  
for enterprises in any field of activity. Assessment 
of certain prospects, taking into account objectively 
existing directions of development of entrepre- 
neurship requires from managers the formation 
of thinking on the basis of forecasts, the use of  
appropriate knowledge and the acquisition of 
competencies, a high degree of general culture and 
educated staff, the ability to not only see but also 
understand those changes and trends in the external 
environment, the ability to use science-based  
methods of forecasting and their tools.

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Received on: 8th of September, 2022
Accepted on: 10th of October, 2022

Published on: 31th of October, 2022