THE ROLE OF INNOVATION ACTIVITY IN ENHANCING THE COMPETITIVENESS OF TOUR ISM IN THE NAKHCHIVAN AUTONOMOUS REPUBLİC

The article examines the role of innovation activity in enhancing the competitiveness of the tourism business in the Nakhchivan Autonomous Republic. Under modern conditions, achieving a competitive advantage in the tourism sector is closely associated with the implementation of new technologies, the improvement of service quality, the use of digital solutions, and the efficient utilization of local resources. The Nakhchivan Autonomous Republic possesses rich natural, historical, and cultural tourism potential, creating favorable opportunities for the development of innovative tourism activities. Tourism resources in the region, such as Duzdag Physiotherapy Center, Ashabi-Kahf Shrine, Momine Khatun Mausoleum, and mineral water sources, can be marketed more effectively through innovative approaches. The research demonstrates that the implementation of innovation strategies in tourism enterprises, the development of digital marketing, the expansion of online reservation systems, and the personalization of services significantly enhance the competitiveness of the region’s tourism sector. At the same time, innovation activity has an important impact on reducing tourism seasonality, increasing investment attractiveness, creating new jobs, and accelerating regional socio-economic development.