SIGHTSEEING IN THE DIGITAL AGE: METHODOLOGICAL APPROACHES AND PRACTICAL INNOVATIONS

Abstract

At the present stage, the development of digital technologies is radically transforming all spheres of public life, including tourism and excursion activities. Excursionology, as a scientific discipline that studies the theoretical and methodological foundations of organising excursions, is now facing new challenges and opportunities. The digitalisation of excursion business not only changes the technique of information presentation, but also actualises the need to rethink the very essence of the excursion as a form of knowledge. The purpose of the article is to study the transformations of excursion activities under the influence of digitalisation and to identify effective methodological approaches and practical innovations that contribute to the development of modern excursionology. The relevance of the topic is due to the rapid introduction of digital technologies in the field of culture, tourism and education, which requires a rethinking of traditional forms of excursions and adaptation of professional training to new conditions. The study uses a comprehensive methodological approach that includes an analysis of scientific sources, a comparative analysis of traditional and digital tour formats, a case study of modern tour practices using virtual and augmented reality, as well as elements of an expert survey among practitioners in the field of tourism and cultural heritage. The results of the study show that digital technologies are changing not only the form of presentation of excursion material, but also the very nature of communication between the guide and the audience. The benefits of digital tours (accessibility, interactivity, personalisation) are identified and key challenges (risk of losing emotional engagement, the problem of digital inequality, the need for new competencies) are identified. The author's own classification of digital tools in excursion activities is proposed, and recommendations for introducing innovations in the training of guides are developed. The practical value of the article lies in the possibility of using its conclusions and recommendations to improve educational programmes for the training of specialists, develop modern excursion routes and integrate digital solutions into the activities of tourist and cultural institutions.