The tourist product development in digital tourism segment of Kiev city

The article explores the essence of digital tourism as an important direction of tourism industry development during the introduction of strict restrictive measures of sanitary and epidemiological nature. The author determines the main directions of digital tourism development in current conditions and investigates the features of tourist business organization in the frames of digitalization. The article explores the features of digital tourism segment development in Kiev and Kiev region of Ukraine, presents the dynamics of employees’ growth in the segment of digital tourism services, and analyzes the changes in the number of tourism entities providing services in the field of digital tourism, as well as in the dynamics of served tourists share. The author defines the number of services provided in the digital tourism market of Kiev region, gives the data of digital tourism services cost, and observes the pricing policy in the field of digital tourism is. The article gives the assessment of the level of digital tourism clustering development in Kiev and Kiev region is given, as well as proposes an assessment of risks and threats for the formation of regional cluster initiatives for the development of digital tourism in the capital and the region. Among them are: the risks associated with low management efficiency and imperfect management structure, insufficient and irrational use of funds, reduced consumer demand and increased tax burden, low level of political and legal framework and so on. The article compares interests and threats for the development of regional cluster initiatives in digital tourism sector of Kiev and Kiev region, and highlights the main problems hindering the development of regional cluster initiatives in the field of digital tourism in Kiev and Kiev region.