Abstract
Introduction: This study examines the readiness for developing and implementing innovative risk management models in international tourism. The research is part of the project "International tourism in the system of economic relations: research of security and sustainability. The purpose of the study is to examine the willingness of managers in the tourism system to make decisions regarding risk prevention and prompt elimination of the consequences of risk occurrence.Methods: A review of recent research and regulatory documents in risk management was conducted, followed by a sociological survey targeting managers from Ukraine, Estonia, and Kazakhstan. Data was collected from 255 managers in 68 companies, using anonymous questionnaires to assess their familiarity and engagement with risk management techniques in international tourism.Results: The study revealed varying levels of risk management expertise among managers: 14% had a low level, 43% had an average level, 19% had sufficient knowledge, and 10% were proficient in managing risks and generating innovative ideas for risk identification, analysis, and management within the tourism sector.Conclusions: Risk management remains an undervalued yet essential aspect in international tourism, where its neglect can jeopardize valuable business ventures. This study highlights the need for enhanced risk management strategies and serves as a potential framework for broader research applications beyond the tourism industry.Keywords: digital tools, tourism business, international tourism, risk management, sociological research