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Personal cabinetIntegration of CRM systems in sales management of tourism companies
Bibliographic description of the article for the citation:
Frenkel Oleksandr. Integration of CRM systems in sales management of tourism companies//Science online: International Scientific e-zine - 2025. - №4. - https://nauka-online.com/en/publications/information-technology/2025/4/03-30/
Annotation: This study examines the features and challenges of integrating CRM systems into sales management in tourism organizations. The relevance of the topic is driven by the growing importance of CRM tools in this sector, where personalization of customer experience, automation of business processes, and integration with digital platforms have become key factors in enhancing and maintaining competitiveness. Despite the extensive body of research in this field, significant contradictions remain regarding the determinants of successful CRM integration. Some researchers emphasize technological aspects, while others focus on strategic customer relationship management. The objective is to identify key methodological approaches to CRM system implementation in the tourism industry and outline prospective directions for further research. It is concluded that successful integration requires a systematic approach, including data quality management, strategic customer interaction, and system adaptation to the specifics of the tourism business. The author's contribution lies in systematizing scientific perspectives on the discussed issue and identifying underexplored aspects. A proprietary vision of the CRM system integration algorithm for managing sales in tourism companies is presented. The proposed sequence considers contemporary challenges and trends, incorporating innovative elements with their justification. The findings will be valuable for tourism industry professionals, CRM tool developers, researchers of digital management technologies, and practicing managers involved in implementing automated customer interaction systems.