Halina Harbar, Doctor of Philosophy, Professor, Professor of the Department of Hotel and Restaurant Business and Business Organization, Mykolaiv, Mykolaiv National Agrarian University, Ukraine

ORCID ID: 0000-0003-4750-3361
e-mail: garbargalina12@gmail.com

Main Trends and Features of the Influence of Digital Technologies on the Transformation of Tourist Services

Abstract. Introduction. This article examines current trends in digitalizing the tourism industry and analyzes how digital technologies are transforming tourism services. The study of digital and smart technologies’ role in opening new horizons in tourism is extremely relevant to science, management practices, and the development of the innovation economy. 

Purpose. The purpose of this study is to identify the main trends and features of the impact of digital technologies on the transformation of tourism services and to characterize their effect on consumer behavior and travel companies’ operational activities. The objectives of the study are: 1) to investigate the impact of smart technologies on the quality of tourist experience; 2) to analyze the main digital tools (mobile applications, CRM systems, big data, artificial intelligence, virtual/augmented reality, blockchain, online platforms); 3) to identify the challenges and prospects of digital transformation for tourism enterprises; 4) to formulate recommendations for the effective implementation of digital solutions in tourism activities.

Results. Particular attention is paid to such innovative tools as artificial intelligence, mobile applications, virtual and augmented reality, blockchain, and online booking platforms. The author identifies the positive effects of digitalization, such as improved service quality, personalized offers, faster communication with customers, and an expanded global reach. At the same time, the challenges that travel companies face in the context of digital transformation are outlined, including the need for staff to have digital competencies, the need to protect personal data, and the need to adapt to rapid changes in the technological environment. 

Conclusions. The study concludes that digital technologies are a key factor in the development and competitiveness of tourism businesses in the 21st century. This study analyzes how smart technologies, such as the Internet of Things, mobile applications, artificial intelligence, and augmented reality, can improve the quality of the tourist experience. The article explores methods for personalizing services, optimizing routing, enhancing safety and convenience for tourists, and fostering customer satisfaction and loyalty.

Keywords: digital technologies; travel services; digitalization of tourism; innovations in tourism; online services; mobile applications; digital transformation; service automation; smart tourism.

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