DISTINCTIVE FEATURES OF DATA PROCESSING IN TOURISM AND THE POSSIBILITIES OF THEIR USE

This study examines the integration and impact of data analytics in the tourism industry, focusing on its application across various operational aspects such as customer service, pricing strategies, and inventory management. Through a mixedmethods approach combining surveys with key stakeholders and a comprehensive literature review, the research highlights the substantial benefits of data analytics, including enhanced customer satisfaction and increased revenue. However, it also identifies significant challenges such as data privacy concerns and the complexities of integrating advanced systems into existing infrastructures, particularly in smaller tourism enterprises. The findings suggest that while data analytics offers transformative potential for the tourism industry, its full utilization is contingent upon addressing ethical and practical challenges. The study advocates for the development of robust ethical guidelines and supportive policies to facilitate equitable access to data analytics tools across the industry.