Digitalization of excursion tourism in the Republic of Tatarstan: problems and prospects

The article examines the digitalization of excursion tourism in the Republic of Tatarstan, analyzing key technologies and their impact on the industry’s development. Modern digital solutions, including mobile applications, AR/VR guides, online tours, and platform services, are explored, with their effectiveness demonstrated through case studies in Kazan, Bolgar, and Sviyazhsk. The main challenges of digital transformation, such as fragmented implementation, insufficient staff training, and the need for a systematic approach, are identified. A conceptual model for the digitalization of excursion tourism is proposed, encompassing infrastructure, content, and educational components. The practical significance of the study lies in its recommendations for enhancing the competitiveness of tourism products through the integration of digital technologies.