ЦИФРОВИЗАЦИЯ КАК КЛЮЧЕВОЙ ФАКТОР РАЗВИТИЯ ТУРИСТИЧЕСКОЙ ОТРАСЛИ

Abstract

Digitalization has become a transformative force in the tourism industry, offering new opportunities for travel destinations to attract visitors, improve their experiences and stimulate sustainable growth. This article explores the role of digitalization in the development of the tourism sector in Georgia, a country known for its rich cultural heritage, stunning landscapes and warm hospitality. The use of digital technologies helps companies in the tourism sector not only to improve the service, but also with its help, the company can use online marketing, which significantly stimulates sales growth. The purpose of this article is to analyze the characteristics of digital services and consider their problems and opportunities in this direction.