INFORMATION SUPPORT FOR AIR CONNECTIONS IN THE STRUCTURE OF TOURISM PRODUCT FORMATION

Abstract

The article examines the use of airline ticket booking information systems in the organization of tourist travel in Ukraine under conditions of tourism market digitalization and transformation of consumer behavior. The role of air transportation as a key component of the tourism product is substantiated, and the importance of modern digital booking tools for improving the efficiency of tourism activities is determined. The evolution of global distribution systems, online travel agencies and metasearch platforms is analyzed as the main channels for accessing airline services in international and domestic tourism markets. Special attention is paid to the implementation of artificial intelligence tools in airline booking systems, particularly in demand forecasting, algorithmic pricing and personalization of travel offers. The impact of airline booking information systems on the formation of the tourism product structure is investigated, including the integration of air transportation with accommodation, transfer and additional services. The advantages and limitations of using digital booking systems for Ukrainian tourism enterprises are identified, especially in the context of wartime and post-war challenges that require flexible route planning and the use of alternative transport hubs. It is substantiated that the effective use of airline booking information systems contributes to the optimization of business processes of tourism enterprises, reduction of transaction costs, improvement of service quality and strengthening the competitiveness of the Ukrainian tourism market. The practical significance of the research lies in developing recommendations for improving digital competencies of tourism enterprise staff and implementing integrated information environments in the tourism sector.