Gamification as a supporting tool for the development of a tourist center using (the case of the Verkhoturye)

The research is devoted to the analysis of the city of Verkhoturye as a tourist center using a modern means of territorial development - gamification. In recent years, gamification has become a popular tool in tourism, helping companies attract and retain customers. From travel to leisure, gamification in tourism turns ordinary trips into exciting adventures. This allows travel companies to attract and retain customers’ attention, creating a deeper and more memorable experience. Another advantage of gamification in tourism is the possibility of personalization. Companies can create unique game scenarios and tasks adapted to the interests and preferences of each client. This helps improve service and make the trip more personal, which in turn contributes to customer satisfaction and strengthens their loyalty.