Marketing, start-ups and innovation: A framework for understanding the possibilities for harnessing technological innovations in tourism (based on the example of the Georgian tourism sector and Russian start-ups)

• Authors: Dariusz Michał Trzmielak , Devi Shonia , Magdalena Skoneczna

Abstracts

EN

The travel and tourism industry is one of the largest and fastest-growing sectors in the world. In the case of countries like Georgia, where tourism is a priority sector of the economy, innovation is crucial for a tourism-based development strategy - and this has become particularly important in the post-pandemic realities. This paper proposes a certain framework for understanding the possibilities for harnessing technological innovations in the travel industry (particularly apps and websites). It then considers the specific example of the country of Georgia, outlining the state's measures meant to foster IT innovation in tourism and also certain moderate successes to date in this respect. Next, the paper looks to Russian tourist-sector start-ups as models for operation that be successfully harnessed in the Georgian tourism industry, examining several such Russian start-ups in closer detail.

Keywords

EN

tourism; technological innovation; travel apps; fostering innovation

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2021
• Volume: 40
• Issue: 2
• Pages: 93-113

Dates

published

2021

Contributors

author

Dariusz Michał Trzmielak

• University of Lodz, Management Faculty, ul. Matejki 22/26 90-237 Łódź

• https://orcid.org/0000000244558845

author

Devi Shonia

• Sokhumi State University, Tbilisi 61 Politkovskaya street, 0186 Tbilisi

author

Magdalena Skoneczna

• University of Lodz, Management Faculty, ul. Matejki 22/26 90-237 Łódź

• https://orcid.org/0000000234407357

References

• Abbate, T., Accordino P., Coppolino R., Tiziana La Rocca E., Rupo D., (2019). Innovative Tourism Startups: an Explorative Analysis. In: A. Jaki, T. Rojek (Eds) Knowledge - Economy - Society: Contemporary Trends and Transformations of Economies and Enterprises, Toruń: Polonia, 225–235.
• Bilotta E., Bertacchini F., Gabriele L., Giglio S., Pantano P.S., Romita T., (in press). Industry 4.0 technologies in tourism education: Nurturing students to think with technology. Journal of Hospitality, Leisure, Sport & Tourism Education. 1000275.
• Chokheli E. (2020). Developmental trends for startups in Georgia, Conference paper delivered at: 5th International Scientific and Practical Conference on "Strategic Imperatives of Modern Management" in Kyiv, April 2020.
• DeMers, J. (2016). 7 New Technologies Shaping Online Marketing for the Better (We Hope). Forbes, August 15. https://www.forbes.com/sites/jaysondemers/2016/08/15/7-newtechnologiesshaping-online-marketing-for-the-better-we-hope/?sh=479e1ddb61fd
• Dugienko N. A., Bondarenko A. G. (2020). The tourism industry as a way to growing the economy of the country (Georgia, Croatia, Ukraine). Bulletin of Zaporizhzhia National University: Economic Sciences, 2(46). https://journalsofznu.zp.ua/index.php/ economics/article/view/365
• Enoch M., Potter S., Parkhurst G., Smith M. (2004). Internode: Innovations in Demand Responsive Transport. Manchester: Department for Transport and Greater Manchester Passenger Transport Executive.
• Gavtadze G., Ipshiradze A. (2016). Some directions of scientific and innovative technological development of ATSU within the perspective of Georgia, Visnyk KNUTD, 440–447. ISSN 2413–0117;
• Georgian Journal (2019). Number of international visitors to Georgia surge in 2019, 31 December.
• Hansena M. Hjalagerb A. M. Fyall A. (2019). Adventure tourism innovation: Benefitting or hampering operations?. Journal of Outdoor Recreation and Tourism, 28, December. https://doi.org/10.1016/j.jort.2019.100253.
• Kaplan, M. (2017). Sales Report: 2017 Thanksgiving Day, Black Friday, Cyber Monday. Retrieved on 1 December 2017 from https://www.practicalecommerce.com/sales-report2017-thanksgiving-day-black-friday-cyber-monday
• Kotsan, N.N., Kurilo, O.A., (2012). Osnovnye osobennosti sovremenneogo razvitya tursma v Gruzii, Основные особенности современного развития туризма в Грузии, УДК 911.3:796.5(479.22); https://core.ac.uk/download/pdf/153584726.pdf,
• Korinnyi S. O., Tsyhanok K. (2020). Current State of Tourism Business in European Countries and Its Trends. Bulletin of Zaporizhzhia National University: Economic Sciences, 2(46), 65–70.
• Kvartalnov V. A. (2001). Turism [Tourism], 2002; Retrieved on 01.06.2021 from https://tourlib.net/books_tourism/kvartalnov_tourism.htm
• Matviyenko N. M., Matviyenko V. M., Denisyuk Yu. M. (2015). Rozvitok Sil's'kogo Zelenogo Turismu v Khorvatiyi: Dosvid dla Ukrainy [Development of Rural Green Tourism in Croatia: Experience for Ukraine]. Chasopis Kartografiyi, 13, 98–109.
• Megha J. (2017). Entrepreneurships and Startup Programmes: Opportunities in Travel and Tourism. ATNA, J. Tour. Stud., 12(2), 51–65, ISSN 0975–3281, https://doi:10.12727/ ajts.18.3.
• Li J. Xu L. Wanmg S. Li L. (2018). Big data in tourism research. A literature review. Tourism Management. 68, 301–323.
• Marketo (2017). Stark Contrasts in Technology Priorities for U.S. and International Marketers, Marketo Survey Finds. PRNewswire. Retrieved on January 12 from: https://www.prnewswire.com/news-releases/stark-contrasts-in-technology-priorities-forusand-international-marketers-marketo-survey-finds-300390070.html and https://www.i-scoop.eu/ new-technologies-marketing-2017.
• Parris S. (2020). Smart cities: locations for environmental entrepreneurship. In: W. J. Nuttall, D. V. Gibson, D. M. Trzmielak, A. Ibarra-Junez (Eds). Energy and Mobility in Smart Cities. London: ICE Publishing, 31–59.
• Pohuda, N.V., Rozmetova, O.H. (2018). Sluchasnyi stan turistichnogo rynku Ukraiyiny: Ocenka ta perspektyvy rosvitku [Contemprary state of the tourist market of Ukraine: Evaluation and developmental prospects]. Efektivna Ekonomika, DOI: 10.32702/23072105-2018.10.57,2018, Retrieved on 01.06.2021 from: http://www.economy.nayka. com.ua/pdf/10_2018/59.pdf.
• Potter S., Valdez A. M., Cook M. (2020). Autonomous vehicles and the urban mobility ecosystem, In: W. J. Nuttall, D. V. Gibson, D. M. Trzmielak, A. Ibarra-Junez, (Eds). Energy and Mobility in Smart Cities. ICE Publishing London, 83–98.
• Sigala M., (2018). New technologies in tourism: From multi-disciplinary to antidisciplinary advances and trajectories. Tourism Management Perspectives, 25, 151–155.
• Trzmielak D.M., Zehner W.B. (2018). Marketing of New Technologies and Products - Perspectives, Challenges, and Actions. Handel Wewnetrzny, 5, 289–299.
• Van Nguyen K., Natoli R., Divisekera S., (2021). Innovation and productivity in tourism small and medium enterprises. Tourism Management Perspectives, 38, 2–10, https://doi.org/10.1016/j.tmp.2021.100804
• Vuchic R., Casello J. M., (2002). An Evaluation of Maglev Technology and its Comparison with High Speed Rail. Transportation Quarterly, 56(2), 33–49.
• http://www2.unwto.org/, 01.06.2021
• http://travel.nationalgeographic.com/travel/best-trips-2014/, 01.06.2021
• http://www.magelloapp.pl/web-summit-ciekawe-startupy-turystyczne.html), 01.06.2021
• http://www2.unwto.org/publication/unwto-annual-report-2012 , 01.06.2021
• https://emerging-europe.com/voices/georgias-start-ups-are-ready-for-investment-timeforvcs-to-take-note/, 01.06.2021
• https://eng.insurion.org/, 01.06.2021
• https://fish.travel/, 01.06.2021
• https://gadgets-room.ru/bs/klassifikaciya-informacionnyh-tehnologii-v-turizmeosnovnyeinformacionnye/, 01.06.2021
• https://gita.gov.ge/eng/static/3, 01.06.2021https://neurotrend.ru/en/, 01.06.2021
• https://websummit.com/startups/featured-startups, 01.06.2021
• https://www.atorus.ru/news/press-centre/new/44391.html, 01.06.2021
• https://www.fund.ge/site/news/63, 01.06.2021

Identifiers

DOI

10.2478/minib-2021-0011

Biblioteka Nauki

11364511