INNOVATIVE APPROACHES TO MANAGING TOURISM ORGANIZATIONS IN THE AGE OF DIGITALIZATION

Abstract

This article explores the transformation of management strategies in tourism organizations as a result of rapid digitalization. The tourism industry, being highly sensitive to global technological shifts, is now undergoing an era where traditional management models are becoming obsolete. In their place, new digital tools, platforms, and systems are redefining operational efficiency, customer experience, data-driven decision-making, and marketing. The article presents a comprehensive analysis of modern approaches such as digital customer relationship management, automation, artificial intelligence, blockchain, and augmented reality in tourism services. Drawing from global best practices and emerging trends, it also examines the challenges of integrating these technologies in developing countries and proposes solutions to foster sustainable digital transformation in tourism management.