MODERN DIGITAL TOOLS FOR CONTROLLING INNOVATIVE ACTIVITIES IN THE DESIGN OF INNOVATIVE TOURISM PRODUCTS

The increased dynamism in the tourism sector, caused by globalization, the intensification of risks from territorial and global conflicts, changing consumer preferences, and technological progress, actualizes the involvement of diverse innovations as a key factor for competitiveness and sustainable development. This results in increased challenges for innovation controlling due to the low effectiveness of traditional approaches to managing complex, dynamic, and uncertain processes of creating innovative tourism products. The driving force in this regard is the digital transformation of all global processes, including controlling processes, transforming them into more flexible, proactive, and geared towards mobile response. Therefore, the purpose of this article is to investigate the strategic impact of modern digital tools and artificial intelligence on controlling innovative activities in the design of tourism products, contributing to a shift towards proactive management, optimization of decision-making, reduction of risks and costs, and improvement of cross-functional cooperation in the tourism industry. The article employs a qualitative research methodology with elements of systemic analysis. The essence of controlling innovative tourism activities, features, and challenges is examined in detail. The role of modern digital tools (AI, Big Data, cloud technologies, digital twins, blockchain) and their impact on each stage of controlling innovative tourism products are consistently analyzed. The research objects include both theoretical concepts of controlling and practical aspects of applying digital technologies in the tourism industry. The practical value of this article lies in providing tourism companies with relevant knowledge and conceptual approaches to the effective use of modern digital tools and artificial intelligence. This will allow them to transform their innovation controlling processes, shifting from retrospective to proactive management. This will ultimately increase efficiency, flexibility, decision-making quality, contribute to risk and cost reduction, and enhance cross-functional cooperation in an environment of growing competition and modern challenges.