Introduction of Digital Technologies into the Management of Tourism Companies: Problems and Development Opportunities

In the context of globalization and rapid digital development, the tourism industry is experiencing profound transformations in business models and customer interactions. Digitalization has become a key driver of competitiveness and efficiency, a process accelerated by the COVID-19 pandemic. This study examines the impact of digital technologies on tourism, focusing on contemporary approaches to digital transformation in the sector. The methodology includes analysis of academic literature, statistical data, and practical cases of digital adoption. The results indicate that tools such as online booking platforms, mobile applications, social media, and personalization systems enhance productivity and customer experience, expand service offerings, and strengthen customer loyalty. Nevertheless, challenges remain, including information overload, skills shortages, rising costs, intensified competition, and cybersecurity risks.