DIGITAL TRANSFORMATION AND INNOVATIVE STRATEGIES IN ENHANCING THE COMPETITIVENESS OF TOURISM PRODUCTS IN AZERBAIJAN

Abstract

The article examines the directions for increasing the competitiveness of tourism products in Azerbaijan under conditions of digital transformation, as well as the possibilities for implementing innovative management strategies. The main purpose of the study is to evaluate the level of application of digital technologies in the tourism sector, determine the development prospects of the “Smart Tourism” concept, and analyze the impact of these factors on the position of national tourism products in the international market. Comparative and statistical analysis methods were used within the framework of the research. During the study, the current state of the sector was analyzed based on data from the State Statistical Committee, the State Tourism Agency, the World Economic Forum (WEF), and the OECD. The analysis identified regional development disparities, the “last mile” problem, the weak development of the digital ecosystem, and service-quality inconsistencies as the main challenges facing the tourism sector. The article also investigates the impact of Big Data, artificial intelligence, and VR/AR technologies on tourism services. The findings show that these technologies contribute to the more personalized delivery of services and enhance the competitive opportunities of tourism enterprises. The results of the research are of practical importance in terms of improving tourism policy, developing digital tourism infrastructure, and strengthening the position of national tourism products in the international market.