The Role Of Digital Technologies In Tourism And Opportunities For Improving Service Quality

Digital technologies have become an essential factor in the development of the tourism industry and the improvement of service quality. The widespread use of the internet, mobile applications, artificial intelligence, online booking platforms, electronic payment systems, and virtual reality has significantly changed the way tourists plan, organize, and experience their trips. These technologies enable tourism enterprises to provide faster, more convenient, personalized, and accessible services. This article examines the role of digital technologies in modern tourism, identifies their main benefits, and analyzes opportunities for improving the quality of tourism services in Uzbekistan. Particular attention is paid to digital marketing, smart tourism destinations, online customer feedback, and the digital transformation of hotels, travel agencies, and tourist attractions. The article uses a descriptive and analytical research approach based on the examination of tourism-related concepts and digital development practices. The findings indicate that effective digitalization can increase customer satisfaction, strengthen the competitiveness of tourism businesses, and contribute to the sustainable development of the tourism sector.