Transformation of human resources management in tourism based on digital technologies

The article aims to explore how modern tools, including automation, online platforms, and data analytics, are changing the processes of employee recruitment, training, motivation, and evaluation. The main attention is paid to the analysis of their impact on personnel policy, which allows tourism enterprises to adapt to dynamic market conditions and improve their work efficiency. The research is based on comparative analysis and case studies demonstrating how digital solutions optimize internal processes and strengthen the competitiveness of companies. The key goal is to identify the opportunities and challenges associated with the introduction of technology in human resources management. The author’s original contribution is to develop practical recommendations for small tourism enterprises aimed at overcoming financial and educational barriers when integrating digital tools. The results show that using such solutions not only increases staff productivity, but also contributes to sustainable business development in the face of technological change. The practical significance of the work highlights the need for industry-level support for successful transformation, suggesting concrete steps that can be implemented by small tourism enterprises to strengthen their market position. In particular, the study revealed a 10% reduction in staff turnover, a 15% increase in employee satisfaction, and improved operational efficiency due to digitalization, which confirms its key importance for the sustainable growth of the industry.