ACTIVITY TRANSFORMATION OF THE MARKET SUBJECTS OF TOURIST SERVICES AND TECHNOLOGIES IN THE CONDITIONS OF DIGITAL DEVELOPMENT

The dynamically changing conditions of the functioning of the tourism services market entail the need to find and implement solutions that allow its subjects to successfully adapt to challenges and take competitive positions. The purpose of the study is to identify the drivers and present the content and chronology of key transformations in the process of adaptation of subjects of the tourism services market to new market conditions and technologies. The article presents in chronological order a system of key transformations in the activities of the subjects of the tourism services market, which made it possible to bring it to a more technological and productive level, and the stages of development are outlined. A consistent analysis of the transformations made it possible to identify their logic and significance for the development and scaling of tourism activities, to present a system of interactions between tour operator organizations and enterprises forming infrastructure, to draw up a diagram of the process of evolution of tourism activities and to identify epochs in it: the formation of ecosystems and the development of digital technologies. It has been revealed that modern tactics and technologies of tour operators are aimed at maximizing the risk of financial losses. Tourism organizations do not seek, as before, to explore new markets with optimism, actively using methods of price competition in risk areas; the emphasis is on optimizing and using digital technologies, dynamic packaging and pricing tools, and serving tourists according to individual programs. Scientific novelty: the chronology and system of key transformations in the process of evolution of tourist activity are built. Practical significance: the results of the study can be useful for managers and managers of tourism organizations, when building a strategy for positioning and optimizing tourism activities, for scientists and teachers engaged in educational activities in the areas of Tourism and Hospitality, for students.