DIGITAL TOOLS AND THEIR IMPACT ON IMPROVING THE REPUTATION MANAGEMENT OF A TOURIST DESTINATION

The article considers the availability and use of digital tools to improve the reputation management of a tourist destination. Today, the tourism industry is undergoing a transformation in terms of changing the service, its implementation and consumption in connection with the integration of new technologies and changing public perception of the understanding of travel in today's rapidly changing economic processes. The author directly proposed and revealed the concept of "digitization of a tourist destination" within the article. The process of changes in the tourism industry in the world and in particular in Ukraine is considered in detail, on the example of the availability and use of digital products in order to influence the formation of reputable management of a tourist destination. These include geographic information systems, virtual tours, augmented reality, artificial intelligence, gamification, and more. It is noted that currently the new products for Ukraine are quests with elements of gamification, selfie parks, etc. With the help of virtual and augmented reality technologies, the tourism industry is becoming interesting, popular and in demand. Because if you plan to visit the location, you can view and be even more inspired and visit or recommend to visit a specific destination, museum, park, etc .; you can explore the inaccessible elements of the interior; revive historical facts, events, etc. In the course of researching the issue of the article, it was determined that the digitalization of the tourism industry directly proportionally affects the formation and improvement of the reputation of the tourist destination, and accordingly the formation of tourist flow and economic revenue to the destination. The digital transformation of the industry is giving birth to new, previously inaccessible destinations for travel, and many traditional tourist destinations are experiencing their second birth and modern approaches to the visualization and implementation of services within a tourist destination.