Keywords
digital transformation
digital sovereignty
immersive technologies
tourist ecosystem
data-driven promotion
domestic tourism
How to Cite
Abstract
The article explores the problem of import substitution in tourism through the lens of digital transformation as a key strategic response to structural market changes. The aim is to identify and justify strategic priorities for the formation of a competitive domestic tourist product based on digital technologies. The methodological basis includes system analysis, scenario method and expert assessments applied to data from Rosstat and industry associations for 2022–2024. As a result, three key strategic vectors of digital import substitution are identified. The first vector is the creation of digital ecosystems of domestic tourism integrating booking, logistics, guide services and personal recommendations. The second vector is the development of immersive digital products (VR/AR tours, digital twins of cultural objects) compensating for temporary limitations of physical accessibility. The third one is the formation of a data-driven promotion system for Russian destinations in domestic and friendly external markets. The scientific novelty lies in proposing the concept of “digital sovereignty” of the tourist market, implying not isolation, but a technologically enabled reorientation of demand and supply to domestic resources. The practical significance lies in developing a digital transformation roadmap, the implementation of which, according to the author’s estimate, can compensate for 40–60 % of the lost outbound tourist flow through qualitative growth of domestic tourism and attraction of tourists from non-sanctioning countries.
References
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