ІННОВАЦІЙНІ ПІДХОДИ ДО ЦИФРОВІЗАЦІЇ ЕКСКУРСІЙНОЇ ДІЯЛЬНОСТІ В УМОВАХ ТРАНСФОРМАЦІЇ ТУРИСТИЧНОГО ПРОСТОРУ
Abstract
The article explores innovative approaches to the digitalisation of excursion activities as a key tool for the modernisation of the tourism industry in the context of global transformations caused by the development of digital technologies. The purpose of the study is to identify effective tools for the digital transformation of excursion practice, analyse their impact on changing the structure of the tourist space and the formation of new formats of cognitive experience. The relevance of the topic is due to the need to adapt the tourism industry to new realities, in particular to the growing demand for remote, interactive and inclusive forms of excursion services. The methodological basis of the study was the methods of comparative analysis of digital platforms and excursion services, content analysis of user reviews on online tourist resources, questionnaires of guides and tourists about their experience of interacting with digital excursion products, as well as elements of social monitoring of the dynamics of perception of digitalisation. The study pays special attention to the inclusive potential of digitalisation for people with disabilities and war-affected people. Digital tour formats, such as virtual tours, audio guides with adapted settings, AR routes with visual cues, and mobile applications with sign language interpretation or voice navigation, open up new opportunities for cultural participation for all categories of the population. The implementation of such solutions contributes to the formation of an inclusive tourist space, where sightseeing activities are accessible to everyone, regardless of physical or psychological limitations. The practical value of the article lies in the generalisation of current digital approaches that can be implemented by tour operators, museums, public initiatives and local governments to update and adapt excursion products. The proposed recommendations can be used in the development of municipal programmes to restore the tourism potential of territories in the post-war period, the formation of inclusive routes, digital maps and interactive platforms for the promotion of cultural heritage.
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