Digitalization of passenger services on river cruise ships

This article examines the key areas of digitalization in passenger service on river cruise ships. The relevance of the study is driven by increasing passenger demands for service quality, the development of digital tourism services, and the need to improve the competitiveness of the river cruise product. The aim of the study is to analyze the potential for digitalization in passenger service on river cruise ships and determine its impact on service quality, operational efficiency, and customer experience. The article examines mobile passenger applications, such as smart cabins, digital tour guides, multilingual interfaces, service automation, robotic services, and BI analytics of passenger data. It is argued that digitalization enables the creation of a unified service environment onboard ships, improving passenger convenience, personalizing service, optimizing staff performance, and creating additional opportunities for service process management. A conclusion is drawn regarding the feasibility of a phased implementation of digital solutions while maintaining a hybrid service model that combines technological tools and personal contact with passengers.