ECONOMIC EFFICIENCY OF SMART TOURISM DEVELOPMENT IN THE CONDITIONS OF DIGITAL TRANSFORMATION

Abstract

This article examines the impact of digital transformation on the development of smart tourism and evaluates its economic efficiency in the modern tourism industry. The study explores the mechanisms for implementing innovative information and communication technologies in the organization of tourism services, management of tourist flows, and interaction with consumers. Particular attention is paid to the role of digital platforms, mobile applications, online booking systems, and data analytics tools in improving the operational efficiency of tourism enterprises. The research findings demonstrate that the use of smart technologies contributes to reducing operational costs, accelerating customer service processes, expanding digital marketing opportunities, and creating personalized tourism products. The study also identifies the main challenges hindering the development of smart tourism, including insufficient digital infrastructure, the need for substantial investment, and information security risks. It is concluded that the digitalization of the tourism sector is an important factor in enhancing the competitiveness of the national tourism market and ensuring the sustainable development of regional tourism within the global digital economy.