THE IMPORTANCE OF DIGITAL TECHNOLOGIES IN THE REVIVAL OF TOURISM IN GEORGIA AND AZERBAIJAN

ABSTRACT

Today, as never before, the use of modern technologies to solve existing problems has become urgent. The use of digital technology acquired new practical value during the Covid-19 pandemic when society faced new challenges. The fact is that the pandemic has had the strongest negative impact on the tourism sector. Therefore, in Georgia, Azerbaijan, as well as in other countries, tourism trends and key statistical characteristics have changed significantly. The revival of tourism, along with the epidemiological situation, will depend on many factors. Clearly, digital transformation, as a synthesis of advanced digital technologies combining physical and digital systems, will be crucial to shaping and realizing demand for a country s diverse tourism product. This put on the agenda the identification and analysis of the factors affecting the recovery of tourism and the expectations that we should expect after the end of the Covid-19 pandemic. We can boldly say that, today, digital technologies can be considered as a catalyst for the revival of the tourism industry and consequently the growth of Georgia's and Azerbaijan's economy. The aim of my research is to determine the impact on the expectations and prospects of the revival of the modern digital technology tourism industry in Georgia and Azerbaijan for the post-pandemic period. It will be of great importance how the popularity of Georgia and Azerbaijan will increase and their attractiveness coefficient in the digital world will increase. And, in general, what will be the response to the activities of travel companies in the post-pandemic period in terms of digital transformation. The methods of induction, deduction, observation, grouping and analysis were used in the research process. Digital technologies can be considered as a catalyst for the revival of the tourism industry and consequently the growth of the country's economy;* Digital technologies are transforming the tourism industry and introducing new tourism products and services;* Leading the way for companies to interact with customers through online marketing, social media and various applications and so on.