Psychological aspects of the adaptation of tourism workers to digital transformation

The study is devoted to the study of psychological barriers and factors of successful adaptation of employees of the tourism industry to the introduction of new digital technologies (for example, online booking systems, CRM systems, chatbots). Motivation, attitude to change, the level of digital literacy and strategies for overcoming resistance are analyzed. Practical recommendations for optimizing the adaptation process are proposed, based on the principles of positive psychology and organizational development, aimed at creating a supportive environment, developing leadership and involving employees in the process of change.