ЦИФРОВА ТРАНСФОРМАЦІЯ ТУРИСТИЧНОГО СЕКТОРУ ЯК ІНСТРУМЕНТ ПРИСКОРЕНОГО ВІДНОВЛЕННЯ ГАЛУЗІ В ПОВОЄННИЙ ПЕРІОД

As a means of industrial recovery in the post-war era, the paper investigates the theoretical and methodological bases as well as pragmatic elements of digital transformation in the travel and tourist sector. The study looks at how digital technology is being used in tourist company operations and notes particular characteristics of digitalization in Ukraine's tourism sector during post-conflict rehabilitation. The study exposes geographical differences in the digital transformation processes of the tourist industry as well as systemic limits, therefore stressing the difficulties in applying technology advancements across diverse areas. Based on a thorough investigation of quantitative and qualitative indicators including both economic performance measurements and technical progress measures, a methodological methodology has been established to assess the efficiency of tourist sector digitalization. By means of an integrated digital tourism ecosystem, the article suggests a way to hasten the digital transformation processes in the travel industry. This method consists on the application of digital marketing communication channels, artificial intelligence technology, and business process automation. Taking into consideration the particular requirements of post-war recovery, strategic vectors for using smart technologies and creating digital marketing communication channels have been supported. Emphasizing the importance of social media platforms and mobile apps in reaching target audiences, the study also points up interesting options for creating marketing communications and digital services to tailor tourist offers. The results help to clarify the part digital transformation plays in the post-war revival of the travel sector and offer doable advice on how to apply digital solutions in travel-oriented companies. The study underlines the need of building an integrated digital ecosystem that guarantees efficient interaction between all market players and improves the competitiveness of national tourist goods in the worldwide market.