The impact of website functionality on the development of tourism business (using the example of the tour operator Pantheon)

The purpose of this article is to consider the impact of a travel company’s website on increasing its profitability and to analyze the specifics of using digital platforms to attract customers. The relevance of the work lies in the increasing impact of digital technologies on the economy, especially on the tourism industry. In the face of fierce competition, tour operators have to look for new ways to retain tourists and increase their brand loyalty. Scientific novelty lies in a comprehensive approach to assessing the impact of digital tools on the tourism industry and identifying the specifics of customer interaction with the company through the website. The article also indicates trends in online booking and user behavior when purchasing a tour. The practical significance of this study lies in developing recommendations for the Pantheon tour operator to optimize the website. The main findings show that digitalization is transforming the tourism industry, opening up new opportunities to reach a larger target audience and provide it with a better customer experience. Tourism organizations can remain competitive and meet the ever-changing needs of travelers by investing in the digital environment and constantly improving their online presence.