Innovative factors in the development of modern tourism

This paper presents an analysis of the impact of innovation on modern tourism. Innovative factors and opportunities related to tourism are considered: digitalization, development of online booking platforms; artificial intelligence tools; natural language processing (NLP) systems; personalization of supply and demand; social networks to promote tourism products and tourist destinations; geoanalytics and content analysis tools for managing tourist flows. The stabilizing tourism market is largely exposed to exogenous factors, and its potential is often underestimated. For the sustainable development of tourism, political processes and strategic initiatives play a key role - at the regional, national, and international levels. This is done by studying various social, cultural, legal, and informational factors that have great potential for increasing well-being. As a result of digitalization, businesses gain access to large amounts of user information that is valuable for strategic and tactical management and for relationships with clients. The spread of innovations in tourism is proceeding at a high pace: the active use of information and communication technologies, chat bots, mobile applications, automation programs, and social networks as tools for promoting tourism products. Using innovative technologies, businesses can update their product and service portfolios to reflect innovations in customer relationship management.