Demand evaluation criteria in service and digitalization

Currently, service and tourism are important areas of economic activity included in the statistical reporting as paid services. The tourism industry is associated with the demand for various types of services. Collective accommodation facilities are an important component of the types of economic activities associated with tourism. The article discusses the types of services related to tourism, which use modern digital technologies. The purpose of the study is to highlight new opportunities to influence demand by expanding the range of services. The subject of the article is to identify criteria for assessing demand and modern digital methods for effective demand management. Such criteria are additional service, check-in service, business services, hotel location, cost, cleanliness, allocation of a «virtual» game zone in the spatial design of the hotel, a variety of banking services, etc. Three categories of factors, including modern digital technologies, are grouped to help in the tourism and service management: a) economic; b) social, demographic and psychological; c) business environment factors. Dynamically developing demand creates a need for flexible assessment and, accordingly, operational management. This is facilitated by digital technologies for real-time data processing, in particular fuzzy clustering methods, neural networks and hybrid (adaptive neuro-fuzzy) algorithms. The results of the application of digital technologies can be used for demand management in tourism and service after the hotels clustering by criteria identified in the article.