DIGITAL TRANSFORMATION OF THE TOURISM BUSINESS IN AN OPEN ECONOMY: A COMPREHENSIVE APPROACH TO TRAVEL PLANNING AND PARTNERSHIPS

This study examines the digital transformation of the tourism business in an open economy, analyzing its key drivers, evolutionary stages, and emerging trends in the post-pandemic period. The research aims to develop a comprehensive understanding of how technological innovations are reshaping tourism operations, customer experiences, and business models. The research employs a multi-method approach, combining scientometric analysis of 1,157 scientific documents from the Scopus database (2006–2024), statistical analysis of industry data, and structural-functional modeling. The scientometric analysis examines publications across three key search combinations related to digital transformation and tourism. This methodology allows for the identification of dominant research trends and technological directions. The information base includes scientific publications, industry reports, statistical data on technology implementation, and corporate materials from leading tourism companies. The study reveals that digital transformation in tourism has evolved through five distinct stages—from Tourism 1.0 to the emerging Tourism 5.0 paradigm—each corresponding to broader societal developments. Four key pillars of digital transformation were identified: technological integration, customer experience enhancement, business model evolution, and operational process optimization. Analysis of market data demonstrates significant growth in tourism technology investments, with the largest allocations directed toward booking platforms and mobility services. Regional disparities in technology adoption are substantial, with AI chatbot use for travel planning ranging from 67% in China to 25% in Germany. The research identifies a clear shift toward platform business models, transforming value creation and revenue generation while lowering market entry barriers. Digital transformation in the tourism industry represents a fundamental reimagining of how tourism services are created, delivered, and experienced. The developed evolutionary model of tourism digitalization provides both a theoretical framework for understanding technology-driven changes and a practical diagnostic tool for businesses to assess their digital maturity. Success in the transformed tourism landscape will depend on balancing technological innovation with human-centered approaches that prioritize authentic experiences, personalization, and sustainability.