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Abstract
In the context of digitalization and global competition, classical territorial agglomerations in health and wellness tourism (HWT) are losing effectiveness, giving way to digital ecosystems capable of creating a comprehensive, personalized experience. This research aims to develop digitalization strategies for smart HWT clusters, adapted to the challenges faced by Russia and EAEU countries. The objective is to bridge the gap between theoretical models and the practice of strategic design in conditions of institutional fragmentation. Building upon a critical analysis of classical cluster theory and global practices, the authors propose an original typology of smart HWT clusters: “Accelerator,” “Canonizer,” “Conceptualizer,” and “Coordinator”. It is argued that each model generates a unique demand for digitalization. To systematically address these demands, a taxonomy of four macrostage digitalization strategies has been developed: creation of digital trust capital, hyper-personalization, dynamic reconfiguration of value chains, and institutional legitimation. The key finding of the study is the necessity of architectural alignment between the chosen smart cluster archetype and the prioritized digital transformation strategies. In the Russian context, where the potential of HWT exists in a state of «dispersed matter,» digitalization should perform not a supporting, but a constitutive and compensatory function, acting as a strategic framework for the forced assembly of assets. For each smart cluster archetype, specific “digital assembly” strategies are proposed, enabling the formation of value propositions that are competitive at a global level.
References
Список источников
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