ECONOMIC EFFICIENCY OF USING SMART TECHNOLOGIES IN THE TOURISM AND RECREATION INDUSTRY

The article studies the economic efficiency of using elements of smart technologies in the tourism and recreation industry. Particular attention is paid to the model of a tourist destination, which includes attractions, facilities, infrastructure, transportation and hospitality industry. This model consists of a set of interdependent elements that create a unique tourist product. The article explores the tools that can contribute to the economic growth in the tourism and recreation industry with the help of smart technologies. The key elements of interaction within the concept of smart tourism are identified. In today's world, the increasing use of smart technologies is transforming the tourism and recreation industry, revealing new opportunities and challenges. The results of the analysis show that smart tourism has its own characteristics, which are manifested in the spatial aspect and in the functional approach to the management of tourist attractions and destinations. The article also explores the economic aspects of the use of smart technologies in the tourism and recreation sector, in particular their impact on business models, management efficiency, and consumer behavior of tourists. For example, the authors consider such aspects as the introduction of interactive applications for travelers, the use of smart devices to ensure the comfort and safety of tourists, and the impact of modern technologies on marketing strategies and ways of communicating with customers in the hospitality industry. The model of tourist destinations that depends on technology, information and innovation is presented, global distribution systems (GDS) which are widely used for airline ticketing are analyzed, and a SWOT analysis which is an important tool for travel agencies to navigate the complexities of the tourism industry is conducted. With the growing general interest in tourism and recreation, the use of smart technologies can be a key factor in improving the competitiveness of businesses in this sector and meeting the needs of modern travelers.