Synergy of tour operation and hospitality service quality in the era of digitalization

increasing by 52.7 % from 2022 to 2024 and the share of e-commerce in total retail growing from 12.3 % to 21.3 % by mid-2025.The study outlines the main challenges and prospects for industry development during wartime, emphasizing the acceleration of digital transformation processes and the importance of implementing innovative technologies such as augmented reality, blockchain, and artificial intelligence in the post-war recovery period.