ENHANCING INTERNATIONAL ENTREPRENEURSHIP AND EVENT TOURISM SECURITY IN THE CONTEXT OF DIGITAL TECHNOLOGIES AND PSYCHOLOGIZATION

Abstract

The article provides insights into the surge of modern digital technologies on the market of digital communications, entertainment and educational services along with identifying the key trends in the development of international entrepreneurship and event business and outlining their further evolution options and perspectives. It is noted that a hallmark of modern entrepreneurship is blending of the commerce sector with the Internet and cyberspace. This challenges the emergence of new business models, contributes to building digital economy, promotes new types of digital products and services and facilitates cyber business development. The findings demonstrate rapid growth of the new sector and a tremendous increase in profits. E-commerce relies on innovative communication and partnership frameworks shared by all stakeholders, as well as on digital promotion strategies. The technology for creating digital reality, artificial intelligence, high speed audio and video conferencing, and instant data transfer is the background to build an environment for business global processes and shape the future of digital world and the digital economy. The twenties of the 21^st century have marked the fundamental changes in the nature of event tourism: the beginning of the pandemic era, global climate change, cutting costs with VR technology, etc. In modern realia as never before, the event tourism industry faces a difficult dilemma: either a rapid and most effective transformation, or inevitable stagnation with the loss of markets and valuable personnel that have been cultivated for years. The tourism market globalization has turned into an ideal environment for spreading infections, especially in the context of large-scale biotechnology expanding, actively promoted by global pharmaceutical companies. However, globalization contributes to modern digital technology dissemination, fosters better adaptation to dynamic socioeconomic changes and shaping a global socioeconomic area. The implications for further development of international entrepreneurship and event tourism in the context of digital technologies challenges the need to re-think the fundamental characteristics of international business flows and tourism activities, as well as to transform the content of a tourism concept and the need to spatial movement. It is argued that thanks to modern technology, the event business area moves towards its consumer, and not on the contrary.