THE USE OF DIGITAL TECHNOLOGIES IN THE POST-WAR RECOVERY OF THE TOURISM INDUSTRY
Abstract
The article highlights the current realities of digitalization in the tourism industry. The goal is to study the impact of digital technologies on the post-war development of the tourism industry. It has been established that the post-war recovery of the tourism industry determines the expediency of using digital technologies. The functions of the digital space in tourism are distinguished and the content is revealed: integrative, communicative, actualizing, geopolitical, social. An understanding of digital tourism as a concept based on the constant and systematic application of digital technologies in creating additional value of the tourist experience for users is provided. The effect of the introduction of digital technologies in the tourism industry is revealed: big data, artificial intelligence, virtual and augmented reality, the Internet of Things, blockchain, mobile applications. The tasks, the solution of which should contribute to the use of digital technologies in the tourism industry, have been identified. A list of the "most important" digital solutions in the post-war recovery of the tourism industry has been compiled. Proposed areas of introduction of digital technologies in the tourist space: online services with personal recommendations based on big data; wearable gadgets for simultaneous translation; shared consumption services; smart navigation system, adaptive to foreign languages; free high-speed Internet in public places; the use of multimedia technologies and guide applications in museums. It was concluded that, despite the expectation of a rapid post-war recovery of the tourism industry and the development of the market for online sales of tourist services, large tour operators in Ukraine should not be afraid of the transition of the majority of tourists to independent online bookings, since the determining factor when buying a tour will remain price and quality. Currently, in the post-war period, there will be a need to change the approach of the state to promote the rapid implementation of innovative digital technologies by small business companies in the tourism industry, and it is in this direction that further scientific research will be relevant.
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