Transformation of Tourism Travel in the Context of Digital Media Culture and Global Challenges

Abstract

The purpose of the article is to analyze the transformation of tourist travel under the influence of digital media culture and global crisis phenomena, identify the main trends, and offer scientifically based recommendations for the development of the tourism sector. The research methodology is based on socio-cultural analytics methods, in particular on comprehensive data analysis: scientific publications, travel agency reports, statistical data from international organizations, and case studies. Methodologically, an inductive-causal approach was used to identify the impact of digital technologies and global challenges on the socio-cultural essence of tourist travel. The scientific novelty of the article lies in the conceptualization of tourist travel as a media-mediated hybrid process that is formed in the conditions of digital media culture and global challenges. The author's interpretation of the stages of transformation of a tourist trip is proposed, taking into account the interaction of socio-cultural and technological factors. Conclusions. Tourist travel in the modern world is being transformed under the influence of digital media culture and global challenges, acquiring the features of a hybrid socio-cultural phenomenon. Digital media are integrated into all stages of the journey, changing its structure, content and forms of representation. Global crisis processes stimulate the development of alternative tourism formats, in particular virtual and media-mediated practices, which ensure the adaptation of the tourism sector to new conditions. As a result, tourism appears as a multidimensional experience that combines physical mobility, digital communication, and cultural reflection. Taking into account the results obtained, practical recommendations for the tourism sector were formulated: integration of digital media technologies into the tourism product; development of hybrid and virtual travel formats; formation of media literacy of tourists and industry workers; orientation on the principles of sustainable and responsible tourism; adaptation to security and crisis challenges.