STRATEGIC APPROACH TO HUMAN CAPITAL MANAGEMENT IN TOURISM AND HOTEL BUSINESS IN THE PERIOD OF DIGITALIZATION
Abstract
The article is devoted to the problems of organic mutual development of human capital and the modern global technological trend – digitalization. These issues are considered on the example of the tourism and hotel business. These areas, on the one hand, require the presence of significant amounts of human capital for effective functioning, and on the other hand, they use digital technologies very intensively, in particular online booking, aggregators, social networks, artificial intelligence. The terminological foundations of the concepts of "human resources", "human potential", "human capital" are substantiated. It is substantiated that the use of a strategic approach to human capital management in the tourism and hotel business in the period of digitalization is dictated by the following factors: 1) adaptation to market changes; 2) development of digital skills of personnel; 3) increasing competitiveness; 4) optimization of processes and increasing productivity; 5) attraction and retention of talents; 6) personalization of customer experience; 7) flexibility in crisis situations. The importance and characteristics of the necessary personnel competencies in the period of dynamic development and scaling of digitalization processes are proven, these issues are considered separately for entities in the tourism and hotel business. The main factors influencing the effectiveness of human capital development in the tourism and hotel business in the period of digitalization are summarized. Possible strategic directions for human capital development in the tourism and hotel business in the context of digitalization are substantiated, in particular: 1) investments in digital skills of personnel; 2) support for hybrid work formats; 3) creation of a culture of continuous learning; 4) use of HR analytics; 5) involvement of generation Z and alpha; 6) introduction of innovative HR technologies; 7) development of customer orientation through digital solutions; 8) stimulation of innovative thinking. Conclusions are drawn about the need for strategic development of human capital of entities in the tourism and hotel business in the era of digitalization.
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