Аналіз використання інновацій для підвищення привабливості туристичних дестинацій

Abstract

Досліджено сучасні інноваційні підходи до розвитку туристичних дестинацій. Здійснено аналіз світового досвіду впровадження інновацій у сфері туризму, зокрема використання AR/VR технологій, big data, мобільних застосунків та smart-платформ. Дослідження має прикладне значення для розвитку регіонального туризму та демонструє потенціал впровадження інноваційних рішень в українські туристичні дестинації в умовах цифровізації та поствоєнного відновлення.

In the context of contemporary challenges caused by war, economic crises, and global transformations, the search for new approaches to developing Ukraine’s tourism industry has become increasingly important. Tourism is one of the sectors with a high multiplier effect, and the implementation of innovations can serve as a catalyst for its recovery and further growth. Innovative solutions create real prerequisites for enhancing the competitiveness of tourist destinations, improving the financial and economic performance of businesses in the sector, meeting the growing needs of modern tourists, and shaping a unique customer experience. The aim of the article is to analyze examples of the application of innovative technologies in the tourism sector of other countries, as well as to explore the prospects for their future implementation in Ukraine. The paper examines modern innovative approaches to the development of tourist destinations, focusing on digital technologies, the concept of smart tourism, and environmentally sustainable development. It reveals the theoretical foundations of destination formation and outlines the role of innovations in increasing their attractiveness. The study analyzes international experience in implementing innovations in tourism and identifies key areas of their practical application. In particular, the following groups of innovations are examined: mobile applications with maps and AR guides (augmented reality) — examples of implementation in the cities of Konya and Gaziantep (Turkey), and Genoa (Italy); digital tours and virtual reality (360°, VR) — examples from Coimbra and Braga (Portugal) and Skopje (North Macedonia), demonstrating the potential of remote tourist engagement; digital visitor platforms — implemented in Brussels (Belgium), Genoa (Italy), and Sakarya (Turkey), providing a single digital access point to event, location, and service information; digital maps for inclusivity — the city of Braga (Portugal) serves as an example of accessible tourism development; artificial intelligence — examples from Kaunas (Lithuania) and Turin (Italy), where AI is used for route personalization, analysis of tourist flows, and demand forecasting; big Data analytics — successful practices from Gaziantep (Turkey), Lahti (Finland), Las Palmas de Gran Canaria (Spain), Amsterdam (Netherlands), and Dubrovnik (Croatia) that demonstrate the potential of big data in planning and managing tourist flows. The findings have practical significance for the development of regional tourism in Ukraine. They demonstrate a wide range of innovative solutions that can be adapted for Ukrainian tourist destinations in the context of digitalization, post-crisis recovery, and integration into the international tourism space. The practical implementation of such innovations will enhance the competitiveness of Ukrainian regions on the tourist map of Europe and the world.