Ways to improve decision-making and upgrade the communication policy of a tourist enterprise

Abstract

The article addresses the urgent issue of how to improve the decision-making and upgrade the communication policy of a tourist enterprise. The decision-making practice and the organization of communication in an operating travel agency are analyzed. The article determines that the rationality of management decisions is ensured by the consideration of alternative options for problem-solving. It reveals that a travel agency was one of the industry leaders in Ukraine in the pre-crisis period but suffered considerable losses in the pandemic restrictions and especially due to the war. The need for significant improvement in decision-making practices is emphasized. The article recommends reconsideration of approaches to personnel management and its motivation and the use of personnel management concept based on continuous learning and personal development. The personnel development cost is suggested to be considered as a long-term investment in achieving the development goals of a travel agency. The managerial role of a director stipulates monitoring and evaluation of significant flows of internal information to prevent mistakes in the work of managers and ensure optimal distribution of the manager’s efforts. The importance of the structural organization of information flows for the use of a systemic approach to making the right managerial decision by an enterprise’s manager is emphasized. The article recommends the use of communication as the main functional tool for ensuring the activity of personnel, setting specific tasks, and specifying their sequence. Recommendations for goods diversification, namely the introduction of tourist destinations grounded on the concepts of cultural and creative tourism are offered. The need for intensive integration with digital communication to inform a wide audience of the information society on a travel agency and its services is identified. The article suggests upgrades in the communication policy of an enterprise through its digitalization, virtualization, the introduction of the technology of online communication in social networks, and the development of an efficient model of online communication marketing. Further studies are suggested to be focused on the issues of control over the efficiency of managerial decisions and communication practices and the development of the marketing activity of an enterprise.