SPECIFICS OF PASSENGER SERVICE IN CRUISE TOURISM: REGIONAL POSITIONING AND ARRANGEMENT OF A CRUISE SHIP

The article analyzes the features of passenger service in cruise tourism, in particular in the aspects of regional positioning, cruise liner equipment and integration of innovative technologies. The emphasis is on the uniqueness of cruise tourism, which combines recreational, cultural and cognitive and transport functions. The regions that are leaders in the cruise tourism industry are characterized and their contribution to the development of the global tourism market is determined.The main components of high-quality passenger service are considered, including hotel, restaurant, entertainment services, as well as safety measures on board. The impact of digitalization on the competitiveness of cruise companies and the formation of a positive tourist experience is studied.Special attention is paid to the concept of sustainable development in cruise tourism, which includes reducing environmental impact and social responsibility. The role of multiculturalism in the organization of service and the importance of taking into account the cultural characteristics of passengers during service are studied.The implementation of innovations in cruise tourism aimed at increasing customer satisfaction, expanding the range of services offered and ensuring the long-term competitiveness of the industry is analyzed.The specific features of the organization of passenger service in cruise tourism are highlighted in order to ensure the loyalty of cruise tourists, the competitiveness of cruise companies and the sustainable development of the cruise business in general.The key challenges and prospects for the development of the cruise business are summarized, focusing on the importance of adapting to modern global trends -environmental friendliness, technologicality and an individualized approach to customers.Keywords: passenger transportation, cruise tourism, water transport, passenger transport, sustainable development.