Development directions of the tourism digital environment

Currently, the introduction of digital technologies in the field of tourism is proceeding at an active pace, which, in turn, contributes to the development of the domestic market of online services. The subject of the article is a study of the directions of development of the digital environment in tourism. The purpose of the work is to study the role of digital technologies in improving the quality of tourist services. Digital technologies represent a key driver in the strategy of culture and tourism development of cities in which most of the systems and infrastructure facilities are managed on the basis of innovative software solutions, contributing to the process of developing sustainable tourist relationships with the urbanized environment, where independent planning of their travel is possible. Despite the development of the market for online sales of tourist services, large tour operators in Russia are not at risk, since the price remains the main determining factor when buying a tour, and the tour operator is able to offer package tours at a minimum cost to the consumer. The article considers the concept of digital activity of tourism industry entities related to the level of activity of internal and external digitalization, the degree of application of digital potential and digital sustainability. The introduction of new technologies is reflected in the formation of a comfortable urban environment, contributing to the intensification of the promotion of urban tourism services. For the development of tourism in the Russian Federation at the regional level, it is necessary to develop tourist products for their implementation in a new digital environment, revealing the potential and possibilities of destinations.