Volodina Anastasiya D.

Introduction. The article explores theoretical and practical aspects of promoting the tourism brand of the Rostov Region on the global market through the use of digital technologies under modern conditions. The relevance of the study is determined by the global trend of the world economy’s digitalization and the increasing role of regional development in ensuring sustainable economic development on the Russian Federation, including through the expansion of tourist flows and regional income. Purpose. The purpose of writing this article is to develop a strategy for applying digital technologies to enhance the recognition of the Rostov Region as a tourist destination on the global market. Research objectives: to characterize the tourism potential of the Rostov Region and identify barriers to its realization in a global context; to analyse opportunities for using digital tools in the tourism industry; to propose components of a strategy for strengthening the digital presence of the Rostov Region’s tourism brand to attract foreign audiences. Methods. Observation, comparison, systematization, analysis (including SWOT analysis of digital technologies for promotion), synthesis. Results. To achieve the set goal, the study describes components of the Rostov Region’s tourism potential, including the possibility of forming a “maritime” brand. The effectiveness of the region’s current tourism brand is evaluated (with a focus on key associations), and potential directions for its development are identified. Systemic challenges to international tourism in the Rostov Region are highlighted, and the role of digital technologies in addressing them is substantiated. Based on a SWOT analysis, the feasibility of implementing technologies to promote the tourism brand internationally is outlined. The specifics of integrating studied technologies into a strategy for enhancing the digital presence of the Rostov Region’s brand to attract international tourists are examined. Conclusions. The study concludes with priority areas for implementing digital technologies to develop international tourism in the Rostov Region. They include: active social media engagement, multilanguage of the official tourism portal, expanded use of chatbots and artificial intelligence, adoption of Big Data, VR/AR, digital platforms, blockchain, integration of Chinese payment systems, and increased participation in international specialized events.

The COVID-19 pandemic has accelerated the global economy digitalization, which has also affected the international tourism sector. The importance of the experience economy has been increasing in recent years due to the evolution of approaches to doing business, and the use of its tools seems relevant for the tourism sector because the main purpose of acquiring tourist services is to gain a unique experience. This article examines the role of modern technologies in the experience economy and the evolution of immersive technologies and analyzes the attitude of companies and consumers from the USA, Canada and the Russian Federation to virtual reality. The authors provide the benefits of the AR and gamification introduction on tourist routes and explore the possibility of using AR /VR («augmented reality»/«virtual reality») to make a final purchase decision and familiarize with the safety rules on the trip. The article also provides recommendations for AR/VR-tours creation.