The Concept of Smart Tourism and the Transformation of the Modern Tour Guide Profession

This research analyzes the transition of the tourism industry to the "Smart tourism" model in the context of global digitalization and its transformational impact on the tour guiding profession. The article examines the change in traditional guiding activities under the influence of technological innovations - artificial intelligence, augmented reality (AR), and the Internet of Things (IoT). A classification of new competencies that ensure the competitiveness of a modern guide has been developed.