INCREASING THE TOURIST ENTERPRISES INNOVATIVE ACTIVITY IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The article examines the significance of digital technologies in enhancing the innovative activity of tourism enterprises in the context of rapid digital transformation. Increasing competition and heightened customer demands compel tourism companies to actively implement modern digital tools to optimize internal processes and improve service quality. The adoption of technologies such as Big Data, Artificial Intelligence (AI), the Internet of Things (IoT), and blockchain allows tourism enterprises to significantly enhance their operational efficiency and create new unique products. The article presents examples of the successful implementation of digital technologies to improve the effectiveness of marketing campaigns and resource management. Special attention is given to the challenges associated with digital transformation, particularly data security issues and the need for personnel training. The article concludes by emphasizing that digitalization is a key factor in boosting the innovative activity of tourism enterprises, contributing to their increased efficiency and competitiveness in the market.