Marketing, Start-ups and Innovation: A Framework for Understanding the Possibilities for Harnessing Technological Innovations in Tourism

- Dariusz Michał Trzmielak, Devi Shonia, Magdalena Skoneczna

The travel and tourism industry is one of the largest and fastest-growing sectors in the world. In the case of countries like Georgia, where tourism is a priority sector of the economy, innovation is crucial for a tourism-based development strategy — and this has become particularly important in the post-pandemic realities. This paper proposes a certain framework for understanding the possibilities for harnessing technological innovations in the travel industry (particularly apps and websites). It then considers the specific example of the country of Georgia, outlining the state’s measures meant to foster IT innovation in tourism and also certain moderate successes to date in this respect. Next, the paper looks to Russian tourist-sector start-ups as models for operation that be successfully harnessed in the Georgian tourism industry, examining several such Russian start-ups in closer detail.

Prof. (UL) Dariusz Trzmielak — holds PhD in management science at University of Lodz. His education was acquired at few universities: Middlesex University Business School in London, Warwick Business School, Justus -Liebig University in Giessen, Technological Educational Institution of Messolonghi. He completed director trainings (2003-2004) at the Innovation Creativity and Capital Institute at The University of Texas at Austin, where he was certified by the Institute as a knowledge and technology transfer specialist. He has published more than 100 scientific papers including 8 books (most recently Marketing New Yechnologies and R&D Products, co-authored with William Bradley Zehner (USA), 2020) and 11 monographs by himself or with editorial co-authorship.

He is the author of more than eighty articles, the author or coauthor of seven books and the chief editor of eight monographs. He received the Management Faculty University of Lodz Dean Award for publication work and his book “New Product Development with Multidimensional Analysis”. In 2013, he published the book “The Commercialization of Knowledge and Technology. Drivers and Strategies”. In 2014, he got university professor degree. Prof. (UL) Dariusz Trzmielak is Head of Marketing Research Department at Management Faculty (University of Lodz) and the President Science Affairs Representative at Polish Mather’s Memorial Hospital – Research Institute (Lodz). Chairman of the Audit Committee at Polish Business and Innovation Center Association|
Scientific interest: Management of new technologies, marketing of new technologies and R&D products, knowledge and technology transfer, cooperation of science, business support centres and entrepreneurs, intellectual property and market research of new technologies, assessment of the economic value of new technologies.

Devi Shonia — Ph.D. Associate Professor at the Faculty of Business and Social Sciences, Sukhumi State University, Tbilisi, Georgia. In 2016, within the Mobility Erasmus Program, he was a post-doctoral fellow at the Faculty of Management of the University of Lodz. Teaches training courses: “Basic of Marketing”, “Consumer Behavior”, “Strategic Marketing”. He is the author of over 20 scientific articles and two textbooks (in Georgian).

The main research area: Marketing research, analysis, modeling, and implementation of strategies of innovative products and brand development. Devi Shonia is a member of the editorial board of journals: “Business and Management” (Georgia) and “Marketing of Scientific and Research Organizations” (Poland). Also, he is a member of the Academic Council of Sukhumi State University and a member of the Expert Corps for the Quality Development of Higher Education in Georgia.

Magdalena Skoneczna — (Master of Engineering) is a PhD student at the Marketing Department at the Faculty of Management at the University of Lodz. He is a specialist in the field of obtaining European funds and project management. For several years, she is the coach the following areas: entrepreneurship, business management, EU fundraising, project management, IT issues, ECDL examiner. She is the Head of the Scientific And Research Cooperation Department at Polish Mather’s Memorial Hospital — Research Institute (Lodz, Poland).

Scientific interest: EU funds, startups, new technologies, research commercialization, cooperation of science, business support centres and entrepreneurs, intellectual property and market research of new technologies.

DOI: 10.2478/minib-2021-0011
MINIB, 2021, Vol. 40, Issue 2

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