DIGITAL TRANSFORMATION OF TOURISM IN LATIN AMERICA

Abstract

Based on the study, the article discusses the state of digitalization of Latin American tourism. The purpose of this article is to highlight two main areas of digital transformation in the tourism industry in Latin America. The technological direction of digitalization covers the entire tourism industry, its segments, concerns the issues of technical and technological modernization of the tourism industry as a whole. In a number of Latin American countries, the formation of a base for digitalization is taking place, and information and communication technologies are steadily developing. The social and humanitarian direction of tourism digitalization is focused on the socio-psychological, cultural and humanitarian consequences of the changes. A special communicative culture of communication with your own language and specific roles and personal relationships, special communication skills is being formed on the Internet. The article notes that in order to consolidate the results of digitalization and disseminate its positive effects, it is necessary first of all to eliminate the digital divide between the countries of the region and within a single country.