The paper shows the results of a study of the main directions of digitalization of services in the field of tourism in China in the context of global instability of the external environment. The current trends and problems in the development of the tourism industry in the world and China under the influence of the challenges of the external environment (the coronavirus pandemic and the geopolitical crisis) are revealed. Significant practices of using the main directions of digitalization of the tourism industry have been studied.The advantages and disadvantages of the development of virtual tourism for professional participants and for consumers of the tourism industry are determined. Using an online survey, an assessment was made of the readiness to implement and use the main directions of digitalization of the Chinese tourism industry based on two positions: the position of professional market participants and the position of consumers. Based on the results of this assessment, the recommendations for the main operators of the Chinese tourism industry were tested as a result of an expert survey.
tourism industry, international tourism, domestic tourism, environmental challenges, digitalization of tourism services, virtual tourism
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