INTERNATIONAL COMPETITIVENESS OF STATES IN THE SPHERE OF E-TOURISM

Abstract

Introduction. The development of electronic tourism (e-tourism) is transforming traditional mechanisms for building competitive advantages in international tourism. Digital technologies, including online booking platforms, personalized travel planning services, mobile applications with augmented reality (AR), and big data analytics, are becoming key tools that reshape the tourism industry. Purpose. To analyze the main factors influencing international competitiveness in e-tourism and to develop strategic approaches for enhancing the position of countries in the global market for digital tourism services. Methods. The study applies a comprehensive and comparative analysis based on international rankings, statistical data, and practical case studies. The assessment covers digital infrastructure development, ICT indicators, institutional support, digital service security, and the digital literacy of populations and businesses. Results. The findings reveal significant differences between leading countries (Singapore, Spain, South Korea, Estonia) and those with emerging digital ecosystems (e.g., Ukraine). Leaders invest actively in innovative technologies, support digital tourism startups, and integrate diverse services into unified digital ecosystems. Countries with less developed infrastructure require accelerated digitalization, improved regulatory frameworks, enhanced staff competencies, and stronger international cooperation. Conclusion. Strengthening competitiveness in e-tourism requires the development of modern digital infrastructure, effective public policies, public-private partnerships in IT innovations, and the use of digital marketing and analytics to adapt tourism offerings to market needs. The proposed recommendations support the creation of national strategies that align with both domestic priorities and global trends in the digital transformation of tourism.