Adaptation of Tourism Enterprises Activities to Crisis Conditions

Abstract

The article describes the events caused the crises in tourism industry, aspects of their manifestation, impact on tourism activities, and practice of interpretation in scientific literature. It is determined that crises entail new business conditions and the necessity to adapt the enterprises activities to these conditions. Based on the results of the study of the dynamics of the number of the citizens departures by the Russian Tourism Federation periods of maximum fall of demand for tourist services in the most popular tourist destinations are identified. The examples of implementation of anti-crisis actions of key players of tourism market significant for these periods are described as responses to the manifestations of crises and their specifics. It is proved that the problem of adaption of tourism enterprises activities to crisis conditions has become a driver for the development of information and communication and marketing technologies aimed at improving business models and processes, effective communications, optimization of tourism organizations activities and reducing risks. The result of anti-crisis actions was the transition to use of booking systems that operate on new approaches to generation, processing, transfer and updating of data and testing of new market approaches to promotion and sale of tourist products.