DIGITAL TRANSFORMATION. A RECIPE FOR THE TOURISM INDUSTRY: TRENDS, CHALLENGES, AND DEVELOPMENT PROSPECTS IN RUSSIA

The article provides a comprehensive analysis of the digital transformation of the Russian tourism industry, namely, the systematization of key trends and government initiatives in the field of tourism digitalization in Russia; analysis of the impact of digital technologies on the transformation of business models, marketing strategies and management practices; identification of imbalances in the level of digitalization between different segments of the tourism market and regions; establishment of the relationship between the intensity of digitalization and the dynamics of the tourism industry indicators; identification of challenges and promising areas of further digital transformation of the tourism industry for the state and business. A direct link between digitalization and growth in key economic indicators has been identified, as well as structural imbalances in digitalization between market segments and regions, limiting the industry’s contribution to GDP. Based on a SWOT analysis and public policy assessment, recommendations were formulated to overcome inequality and create a unified digital ecosystem that ensures balanced growth in the industry.