THEORETICAL AND PRACTICAL FOUNDATIONS OF EFFECTIVE MANAGEMENT OF TOURISM ENTERPRISES IN THE PROCESS OF DIGITAL TRANSFORMATION
DOI:
https://doi.org/10.47390/ydif-y2026v2i1/n03Keywords:
Digital transformation, tourism enterprises, effective management, PMS, CRM, big data, artificial intelligence, international standards, Uzbekistan tourism.Abstract
This research examines the theoretical and practical foundations of effective management of tourism enterprises in the era of digital transformation. The study highlights how digital technologies reshape management systems and strengthen competitiveness in the tourism sector. Key tools such as Property Management Systems (PMS), Customer Relationship Management (CRM), internet acquiring, big data analytics, and artificial intelligence are analyzed for their role in improving efficiency and service quality. The theoretical section focuses on methodological approaches to tourism management, drawing on international experience and global standards promoted by organizations such as UN Tourism and the World Travel & Tourism Council (WTTC). The practical section investigates the experience of tourism enterprises in Uzbekistan, assessing their adaptation to digital transformation and identifying challenges and opportunities. The findings emphasize that the integration of digital technologies enhances innovation, service quality, and international competitiveness, providing strategic directions for sustainable development in tourism management.
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