Modern transformation of tourism and hospitality

The paper research focus is aimed at studying the modern transformation of tourism and hospitality abroad and in Russia in order to identify the most optimal mechanisms for organizing, mastering, adapting and scaling companies in the tourism services market. The authors clarify the essence of transformation processes through postulates that influence changes in traditions, customs, technical and economic relations. Studying the drivers of change and expansion of the range of services to identify the most sensitive areas of tourism and hospitality market allowed us to classify transformative movements, including postulates: 1) digital economy (readiness for digital technologies); 2) economics of territorial balance (readiness to unleash territorial potential; gastronomic territorial tourism; rural territorial tourism; seasonal cycle tourism); 3) behavioral economics (psychological choice in behavioral economics; gender tourism); 4) sustainable development (readiness to meet the requirements of ESG factors of sustainable development; readiness to use ecological transport; ensuring safe consumption of tourism and hospitality services); 5) green economy (green economy readiness for the hospitality; creative involvement in the green economy). The research result of theoretical and statistical analysis is a matrix of conjugation of global economic trends and postulates of tourism and hospitality readiness for transformation, which reflects the influence of world- level vectors on specific areas. It is concluded that the vector of digitalization and the routes of territorial balance, sustainable development, behavioral and green economy equally influence changes in all areas of consumer demand and company offers for recreation and travel.