Annotatsiya:

Abstract: The dual imperatives of sustainability and digitalisation are instigating a profound transformation in tourism, an essential sector of the global service economy. The swift ascent of the industry has historically eased economic advancement and cultural exchange; nonetheless, it has concurrently worsened environmental issues and resource use. The green economy, emphasising social inclusion, efficient resource utilisation, and low-carbon growth, needs a prompt reformation of tourism practices. Digital technologies, including artificial intelligence, blockchain, big data analytics, and immersive platforms, are transforming the design, delivery, and experience of tourism services. This study examines the intersection of sustainability and digitisation in tourism, aiming to decide how digital innovation may integrate ecological responsibility into service-oriented models