INVESTIGATING THE ATTITUDE OF TOURISM STUDENTS TOWARDS THE USE OF DIGITAL TOOLS IN DEVELOPING COMMUNICATIVE SKILLS AND CREATIVITY

Abstract

In the rapidly evolving environment of the tourism industry, effective communication skills have become essential for tourism specialists to succeed in their roles. This paper explored the important role that digital tools play in enhancing the communicative competence of professionals in the tourism sector. By leveraging a variety of digital platforms and technologies, including social media, virtual reality and online collaboration tools, tourism professionals can engage with diverse audiences, deliver personalized experiences and make meaningful connections. These digital practices raise questions about teachers’ own digital technologies and their role in developing communication skills. Overall, 32 future specialists from the International University of Tourism and Hospitality in Turkestan participated. The descriptive research was conducted to examine how future specialists feel about using digital tools to improve their communicative skills. A quantitative research design was used. Descriptive data and differences by participants academic year and gender were analyzed using the Mann-Whitney U test. The results of the item analyses reveal that participants’ attitudes towards digital technologies in developing communicative skills and creativity are self confident.