THE ROLE OF SOCIO-PSYCHOLOGICAL MANAGEMENT METHODS IN SHAPING THE CORPORATE CULTURE OF A TOURISM ENTERPRISE

Abstract

The article examines the features of the use of digital technologies in excursion activities in the context of the digital transformation of the tourism industry. The study analyzes the impact of modern digital tools on the organization of excursion services, the formation of tourist experience, and changes in consumer behavior. It is determined that the active integration of information and communication technologies contributes to the transformation of traditional approaches to excursion activities and the formation of new models of interaction between tourism enterprises, guides, and tourists. The main types of digital technologies used in excursion activities are identified, including mobile applications, audio guides, interactive maps, QR codes, virtual reality (VR), augmented reality (AR), online platforms, and digital media. Their functional capabilities, areas of application, and practical significance in improving the quality of excursion services are characterized. It is established that these technologies enhance the accessibility, informativeness, and interactivity of tourist products, enabling the creation of personalized and flexible excursion routes. Special attention is paid to the practical implementation of digital technologies in museum and exhibition activities in Ukraine. The study highlights the use of VR and AR technologies, multimedia installations, immersive environments, and digital platforms, which ensure a high level of visitor engagement and create an emotionally rich and interactive tourist experience. It is proved that digitalization contributes to the preservation and popularization of cultural heritage, especially in conditions of limited physical access to tourist sites. At the same time, certain challenges are identified, such as high implementation costs, technical requirements, and the need to improve digital competencies of personnel. It is substantiated that digital technologies should be considered not as a replacement but as a complement to traditional excursion activities, forming a hybrid model of tourism. The further development of excursion activities should be focused on the integration of innovative digital solutions, enhancement of interactive service formats, and ensuring equal access to tourism services for different social groups.