THE ROLE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF PILGRIMAGE TOURISM

This article analyzes the role of digital technologies in developing pilgrimage  tourism. Based on monitoring of shrines' digital platforms, a pilgrim survey, and  expert interviews, existing digital services (websites, mobile applications, e ticketing) were found to be underdeveloped, while pilgrim demand for such  services remains high. Drawing on international experience (Saudi Arabia, Turkey), recommendations are proposed for creating a unified national digital platform,  introducing multilingual audio guides, and implementing AI-based personalized  services.