QR-CODES AS A TOOL OF DIGITAL MARKETING AND INFORMATION- NAVIGATIONAL SUPPORT IN MODERN TOURISM

Abstract

The article examines the role of QR-codes as an effective tool of digital marketing and information-navigation support in contemporary tourism. The main directions of QR technology application in tourism activities are identified, including excursion services, destination marketing, information and navigation systems, and gastronomic tourism. It is demonstrated that QR-codes perform a complex set of informational, communicative, advertising, and analytical functions, ensuring interactive interaction between tourists and tourism brands. Special attention is paid to contactless technologies that became widespread during the COVID-19 pandemic and have since become a key component of the digital tourism infrastructure. It is noted that the implementation of QR-codes contributes to improving the efficiency of tourism services, fostering the development of “smart tourism,” and promoting environmental sustainability by reducing the use of printed materials. The study analyzes international practices of QR-code implementation in tourism across the EU, the USA, and Asia, where such technologies are actively integrated into navigation systems, museum exhibitions, and advertising platforms. It is emphasized that under the conditions of digital transformation, QR-codes are becoming an essential element in the development of “smart tourism,” oriented toward comfort, mobility, safety, and environmental responsibility. QR-codes provide tourists with instant access to up-to-date information about attractions, routes, events, and service bookings, as well as to interactive maps, audio, and video guides. The use of QR technologies enhances the effectiveness of marketing campaigns, customer loyalty, cost optimization in printed materials, and the competitiveness of tourism enterprises. It is underlined that for the Ukrainian tourism market, QR-codes represent an important instrument of digital transformation that integrates marketing, service, and navigation into a unified interactive environment. Their application provides tourists with access to multimedia content and contributes to increased comfort, safety, and user engagement. The use of QR-codes in tourism is considered a strategic direction for the innovative development of the industry, aligned with the needs of modern consumers and global digitalization trends.