Cyber Protection of Hotel Brands

Iryna Verezomska, Liudmyla Bovsh, Kseniia Prykhod’ko, Khrystyna Baklan
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引用次数: 1

Abstract

Topicality. The hotel industry suffered significant financial shifts during pandemic, which have been exacerbated by the martial law in Ukraine. The problem of protecting intangible assets has become relevant, in particular, in conditions that some blighty hotels have Russian beneficiaries, and certain international brands have remained their activity in Russia, which unleashed a full-scale war in Ukraine. In addition to physical destruction, hotels have also become the subject of information war and cybercrimes. Therefore, the issue of brands cyber protection has become an important component of the development strategy, over and above, in digitalisation sphere. The topicality of this research lies in cyber threats identification, as well as determination of the main aspects of protection against them. All this mentioned above is based on scientific positions and practical reviews.  The aim of the study and its methods. The aim of the article is to research the essence of brands cyber protection, and found the mechanism of its provision. Interpreted for the research, the scientific topic has determined the use of general scientific and special methods, which made it possible to define operational definitions, and build a hypothetical study apparatus. Thus, the methods of analysis, synthesis and induction have beed used in order to formulate theoretical approaches. A horizon scanning method has been applied to assess cyber threats and the potential impact of digital innovations on cyber defence capabilities. In turn, modelling has been used for creating a hotel brand cyber defence referent model. In the process of forming a visual scenario of foresight of hotel brands cyber protection in the aspect of digital technologies development, the technological road map method has been applied. It is based on apriori plots and points of critical decisions. Results. The definition of “cyber protection” has been worked out, its main elements have been determined. The emphasis has been placed on digital communications as key drivers of the sales system, which provoke risks for the hotel brand security. In dynamics, the parameters of hotel brands operating in Ukraine have been evaluated. The sources of support for hotel brands at formal and informal levels of communications, which ensure the hotel brand cyber security, have been characterised. The key problems of ensuring brands cyber protection in Ukraine have been considered. In particular, insufficient attention to risk management, which causes financial and reputational losses, as well as stoppages of hotel business processes, has been highlighted. Directions for increasing the level of cyber protection based on the use of cyber resilience tactics, oriented on brand carriers and cyber risk categories, have been offered, as well as measures in management of informal communication channels. Prospects for further research are the effectiveness evaluation of cyber protection management of hotel business entities on the background of the growth of cyber-attacks and cyber threats in Ukrainian digital space. Conclusions and discussion. The conducted research demonstrates the relevance of scientific studies of the issue of hotel brand cyber protection, as it allows to study and scientifically substantiate the directions of creating strategic outposts, which is a necessary condition for maintaining consumer loyalty, and preventing financial and reputational losses for hotel business entities, additionally, avoiding bankruptcy. Used in this research, scientific works confirm the importance of brand protection in the digital space, which is an element of hotel economic security.
酒店品牌的网络保护
时事性。在疫情期间,酒店业遭受了重大的财务变化,乌克兰的戒严令加剧了这种变化。保护无形资产的问题已经变得至关重要,特别是在一些破旧的酒店有俄罗斯人受益的情况下,某些国际品牌仍在俄罗斯开展业务,这在乌克兰引发了一场全面战争。除了物理破坏,酒店也成为信息战和网络犯罪的主题。因此,品牌网络保护问题已成为数字化领域发展战略的重要组成部分。本研究的话题性在于识别网络威胁,以及确定针对它们的保护的主要方面。以上所述都是基于科学立场和实践评价。本研究的目的和方法。本文的目的是研究品牌网络保护的本质,并找出其提供机制。对于研究的解释,科学主题确定了一般科学和特殊方法的使用,这使得可以定义操作性定义,并建立一个假设的研究仪器。因此,分析、综合和归纳法被用来制定理论方法。一种水平扫描方法已被应用于评估网络威胁和数字创新对网络防御能力的潜在影响。反过来,建模已被用于创建一个酒店品牌网络防御参考模型。在形成酒店品牌网络保护在数字技术发展方面的前瞻性视觉场景的过程中,运用了技术路线图法。它基于先验的情节和关键决策点。结果。制定了“网络保护”的定义,确定了“网络保护”的主要内容。重点是将数字通信作为销售系统的关键驱动因素,这给酒店品牌安全带来了风险。在动态方面,对在乌克兰经营的酒店品牌的参数进行了评估。酒店品牌在正式和非正式沟通层面的支持来源(确保酒店品牌的网络安全)已被描述。考虑了确保乌克兰品牌网络保护的关键问题。特别是,对风险管理的重视不足,这导致了财务和声誉损失,以及酒店业务流程的中断。提出了以品牌载体和网络风险类别为导向,基于使用网络弹性策略提高网络保护水平的方向,以及管理非正式沟通渠道的措施。进一步研究的前景是在乌克兰数字空间中网络攻击和网络威胁增长的背景下对酒店业务实体的网络保护管理的有效性评估。结论和讨论。所进行的研究表明了科学研究酒店品牌网络保护问题的相关性,因为它可以研究和科学地证实创建战略前哨的方向,这是保持消费者忠诚度的必要条件,防止酒店经营实体的财务和声誉损失,避免破产。在本研究中,科学工作证实了品牌保护在数字空间中的重要性,这是酒店经济安全的一个要素。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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