IMPACT OF THE DIGITAL ENVIRONMENT OF THE MEGAPOLIS ON THE DEVELOPMENT OF TOURIST AND EXCURSION ACTIVITIES: POSSIBILITIES AND LIMITATIONS

Abstract

In today`s world, the use of digital technology has become a necessary attribute of megacities development. Several studies show that a city`s effort to create a digital environment are closely correlated with its ability to enhance its competitiveness and the attractiveness of its urban environment among tourists.

The relevance of this study stems from the need to understand the specifics of digital environment development in Kazakhstani cities in today's reality and identify factors that can create new strategic opportunities for the development of tourism and excursion activities. The authors also focused on specific aspects of digital environment development in domestic megacities that could negatively impact the development of the urban environment's tourist image.

The aim of this study is to examine the impact of the digital environment on the tourism sector in the Kazakh cities of Astana, Almaty and Shymkent. The methods used include a phenomenological approach, analysis, synthesis, and experimental research based on official data and analytical publications. The results demonstrate that digital technologies significantly improve the effectiveness of tourism services through personalization and accessibility of information, but require a careful balance to preserve the uniqueness of urban spaces and prevent overcrowding of tourist routes.