Scientific journal NRU ITMO
Series "Economics and Environmental Management"
Registration certificate ЭЛ № ФС 77 – 55411 от 17.09.2013
registered by the Federal Inspectorate Service for Communication, Information Technologies and Communication Media
ISSN:2310-1172
About the issue
Publications
2025 2024 2023 2022 2021 2020 2019 2018 2017 2016 2015 2014 2013 2012 2011 2010 2009 2008 2007
Partners














June 2025 (published: 05.06.2025)

Number 2(61)

Home > Issue > The impact of digitalization on changing the company's management paradigm: from customer focus to client-centricity

UDC 338.242; 005

The impact of digitalization on changing the company's management paradigm: from customer focus to client-centricity

Kalyuzhnova N.Ya., Koshurnikova Y.E. , Shirokolobova G.V.

Article in Russian
Reference for citation: Kalyuzhnova N.Ya., Koshurnikova Y.E., Shirokolobova G.V. The impact of digitalization on changing the company's management paradigm: from customer focus to client-centricity. Scientific journal NRU ITMO. Series «Economics and Environmental Management». 2025. № 2. Р. 72-85. DOI: 10.17586/2310-1172-2025-18-2-72-85.

Abstract. The article is devoted to the study of the influence of digitalization on the company's management processes in the business sphere. The tourism industry is taken as an example, which most clearly demonstrates new, previously inaccessible opportunities in customer service. Modern digitalization trends are associated with the introduction of artificial intelligence technologies, mobile applications for decision-making based on big data, which are becoming an important factor in increasing the efficiency and competitiveness of a business and represent its omnichannel nature. Omnichannel nature allows you to significantly improve the quality of services provided and optimize the operating activities of companies, significantly increase the number of tourists and profit for the tourism business. Digitalization serves as the technological basis for omnichannel nature. The material for the analysis of management practices in the context of digitalization is data on the tourism industry in the USA, EU and Russia on the main areas of digitalization and their use in small and medium businesses. The generalization of the data allows us to draw a conclusion about the prospects for the development of digital technologies and their impact on management approaches. The hypothesis of the study is that currently, under the influence of digitalization, not only the technical basis of interaction between companies and clients is changing, but a deep transformation of the management paradigm is taking place - from customer focus to customer centricity. The article shows the essence of this transformation, the forms of its manifestation, as well as the reasons that prevent a change in the management paradigm.

Read the full article 


Keywords: digitalization, omnichannel, tourism, management transformation, customer focus, client-centricity, tourism product.

References:
  1. Kuz'min A.M., Vysokovskaya Ye.A. Omnikanal'nyy marketing – odin iz ekonomicheski effektivnykh instrumentov marketingovoy strategii // Metody menedzhmenta kachestva. 2022. №7. P.35
  2. Shapiro N.A. Characteristics of competitive advantages of border territories in the context of place marketing// Scientific journal of NRU ITMO. Series: Economics and environmental management. 2015. No. 2. P. 173-183.
  3. Shapiro N.A. Grounds for business recovery growth after the covid-19 pandemic // Scientific journal of NRU ITMO. Series: Economics and environmental management. 2020. No. 2. P. 58-64. DOI 10.17586/2310-1172-2020-13-2-58-64
  4. Puziychuk S.V. Segmentation of the resort market as a method of choosing the most attractive consumer. In the collection: Resorts, ecology, education. Materials of the International scientific and practical conference dedicated to the 100th anniversary of the official opening of the sanatorium "Sestroretsky resort". 2000; P. 170-172.
  5. Kalyuzhnova N.Ya., Lidin K.L., Sharafutdinov V.N. The image of Russia as a factor in tourist competitiveness: monograph. Irkutsk. Publishing house of Irkutsk State University, 2012. 216 p.
  6. Koshurnikova Yu.E., Kalyuzhnova N.Ya. Relationship marketing and customer focus in tourism: monograph. Ekaterinburg, 2018; 240 p.
  7. Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. Smart tourism: foundations and developments. //Electronic Markets. 2025. 25(3). Р. 179-188. URL: https://doi.org/10.1007/s12525-015-0196-8
  8. Hawlitschek F., Notheisen B., Teubner T. Blockchain Technology in Tourism: A Review of Opportunities and Challenges // Information Technology & Tourism. 2020.
  9. Santosh Bisoi, Mou Roy, Dr. Ansuman Samal. The Impact of Artificial Intelligence on the Hospitality Industry // International Journal of Advanced Science and Technology. 2020. V.29. No.5. Pp. 4265-4276. URL: https://www.researchgate.net/profile/Mou-Roy-2/publication/343180745_Impact_of_Artificial_Intelligence_in_the_Hospitality_Industry/links/5f1a9c8b92851cd5fa421ba3/Impact-of-Artificial-Intelligence-in-the-Hospitality-Industry.pdf.
  10. UNWTO. Digital Transformation in Tourism: Challenges and Opportunities. Retrieved from URL: https://www.unwto.org. 2021.
  11. Kudryavtseva K.V., Skliar M.A., Vakhitova L.R., Shapiro N.A. Economics of Industry 4.0 in The Politicaleconomy Paradigm. В книге: Industry 4.0 Implications. Implications for Management, Economics and Law. Сер. "Interdisciplinary Thoughtof the 21st Century" Berlin/Boston. 2021; С. 115-121.
  12. Ovcharenko L.A., Lebezova E.M. Digitalization as a new paradigm for managing tourism development//Electronic scientific journal "Century of Quality". 2021. No. 4. P. 106-126. URL: http://www.agequal.ru/pdf/2021/421006.pdf
  13. Morozov M.A., Morozova N.S. Innovative trends in the development of tourism and hotel business in the context of digitalization // Natural Sciences and Humanities Research.2020; No. 28 (2). P. 196-202.
  14. Oborin M. S. Digital transformation of the tourist space: new opportunities // Modern problems of service and tourism. 2022. Vol. 16 No. 1. P. 157-164
  15. Plugar A., Stakhno N.D. Formation of a new quality of service for consumers in the hospitality industry in the context of digitalization // Geopolitics and ecogeodynamics of regions. 2022; Vol. 8(18). Issue 2. P. 160-169
  16. Kozlova E.A., Morozov V.P. Digital transformation of tourism clusters in Russia: monograph. Infra-M Publishing House, M.2020.
  17. Kalyuzhnova N.Ya., Koshurnikova Yu.E. Customer focusion as a management technology // Scientific journal NRU ITMO. Series «Economics and Environmental Management» 2024. № 3. P. 49-57. DOI 10.17586/2310-1172-2024-17-3-49-57
  18. Filonenko E. Top 5 most popular messengers in 2024 URL: https://digitalbusiness.kz/2024-06-20/top-5-samih-populyarnih-messendzherov-v-2024-godu/ https://digitalbusiness.kz/2024-06-20/top-5-samih-populyarnih-messendzherov-v-2024-godu/
  19. Technologies transform tourism into “smart” tourism // Vestnik Glonas URL: http://vestnik-glonass.ru/news/tech/tekhnologii-prevrashchayut-turizm-v-umnyy-turizm/.
  20. North America Online Travel Market Size and Share Analysis – Growth Trends and Forecasts URL: https://www.mordorintelligence.com/ru/industry-reports/online-travel-market-in-north-america
  21. Analysis of the European online tourism market size and share in Europe - growth trends and forecasts URL: https://www.mordorintelligence.com/ru/industry-reports/online-travel-market-in-europe .
  22. Analysis of the size and share of the Russian online housing market – growth trends and forecasts (2024–2029) URL: https://www.mordorintelligence.com/ru/industry-reports/russia-online-accommodation-market.
  23. 50+ CRM Metrics You Should Know in 2024. URL: https://www.freshworks.com/theworks/insights/crm-statistics/
  24. Digital Economy Indicators: Statistical Digest. Moscow, National Research University Higher School of Economics, 2024. URL: https://issek.hse.ru/mirror/pubs/share/892389163.pdf .
  25. Key differences between guests booking through online travel platforms and directly URL: https://partner.booking.com/ru/hosts/differences-between-online-travel-platform-and-direct-booker.
  26. Konstantinova S. Who should be afraid of online //Tourism. URL: https://www.tourbus.ru/article/2937.html
  27. The share of online aggregators is growing, but up to 95% of all tour sales are made through offline travel agents. URL: https://www.atorus.ru/node/53443.
  28. Digital 2024: The United States Of America. URL: https://datareportal.com/reports/digital-2024-united-states-of-america.
  29. Task Management Software Market Size and Share Analysis - Growth Trends and Forecasts (2024-2029). URL: https://www.mordorintelligence.com/ru/industry-reports/task-management-software-markethttps://www.mordorintelligence.com/ru/industry-reports/task-management-software-market.
  30. Ibrahim M. The Impact of Artificial Intelligence on the Tourism Industry. URL: https://www.ultralytics.com/ru/blog/the-impact-of-ai-on-the-tourism-industry.
  31. Morozov M.A. The influence of mobile applications on the development of the tourism industry // Bulletin of the National Academy of Tourism. URL: https://www.elibrary.ru/item.asp?id=25001843.
  32. Egger R. Applied Data Science in Tourism: Interdisciplinary Approaches, Methodologies, and Applications. Salzburg University of Applied Sciences.647p. URL: https://www.datascience-in-tourism.com/#:~:text=In%20tourism%2C%20examples%20of%20applications,monitoring%20systems%2C%20and%20much%20more.
  33. Global big data analytics in the tourism market by type (structured, semi-structured), by application (large enterprises, SMEs), by geographic volume and forecast// Big data analytics in the tourism market. URL: https://www.verifiedmarketreports.com/ru/product/big-data-analytics-in-tourism-market/
  34. Largest companies in the tourism and travel business industry. World ranking 2023. URL: https://bnovo.ru/blog/largest-companies-in-the-tourism-rating-2023/
  35. Butcher M. Clouds of the USA, Russia and China. Collected the main companies providing cloud services. URL:https://vc.ru/services/340526-oblaka-ssha-rossii-i-kitaya-sobrali-glavnye-kompanii-predostavlyayushie-uslugi-oblachnyh-servisov.
  36. Razbo I. Cloud hotel management systems: an overview of solutions for hotel automation. URL: https://www.tourbc.ru/tehnologii/obzory/1416-oblachnye-sistemy-upravleniya-otelem-2021.html
  37. Тravel and tour World. URL: https://www.travelandtourworld.ru/news/article/ai-in-tourism-market-set-to-surge-projected-to-reach-usd-13-38-billion-by-2030-revolutionizing-the-travel-experience-know-about-the-latest-updates/
  38. US Tourism Data Release: Report Tripadvisor. URL: https://www.travelandtourworld.ru/news/article/united-states-tourism-data-release-tripadvisors-report-offers-a-deep-dive-into-traveler-behavior-market-performance-and-popular-travel-destinations/
  39. Russian tourism is mastering big data and artificial intelligence. URL: https://tass.ru/obschestvo/19093515.
  40. 20+ Useful Apps for Traveling in Russia. URL: https://www.kp.ru/russia/sovety-turistam/prilozheniya-dlya-puteshestvij-po-rossii/
  41. Тravel and tour World. URL:http://www.travelandtourworld.com/news/article/flight-data-monitoring-market-to-surge-to-usd-16-6-billion-by-2030-transforming-travel-safety-and-efficiency-in-tourism-across-major-international-routes-what-you-need-to-know/?_gl=1*1dqyw4f*_ga*OTMzMTQ1MTM4LjE3NDAyMzI2NTM.*_ga_PQJZNHY61E*MTc0MTAwOTA4Mi4xMS4wLjE3NDEwMDkwODIuNjAuMC4w.
  42. Kumova D.M. Use of platforms based on artificial intelligence in the field of tourism // Service in Russia and Abroad. 2021. Vol. 15. No. 3. P. 18–26.
  43. Chereshneva A. Moscow Guide in Your Pocket: 6 Travel Guide Apps. URL: https://porusski. me/2018/04/27/01-prilozhenija-o-moskve.
  44. Grinenko S. Smart tourism in the development of a tourist destination // Theoretical and applied aspects of the development of the recreation and tourism sphere. 2024. № 2 (22). URL: https://cyberleninka.ru/article/n/smart-turizm-v-razvitii-turistskoy-destinatsii.

DOI 10.17586/2310-1172-2025-18-2-72-85

creative commons logo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Editorial address:
191002, St. Petersburg, street. Lomonosova 9, office. 2138, phone (812)480-02-71,
e-mail: economics@itmo.ru

Rules for using information in the ITMO domain zone
Personal Data Processing Policy

Information 2007-2025, All rights reserved
Department of Internet Solutions NRU ITMO © 2013
Яндекс.Метрика