PERSONALIZATION AND TECHNOLOGY IN TOURISM: HOW DIGITAL TOOLS ARE SHAPING UNIQUE EXPERIENCES

Abstract

This study analyzes how personalization, driven by the use of digital tools, has shaped contemporary tourism in Brazil, redefining the way travelers plan, experience, and share their journeys. The advancement of digital technologies, especially mobile devices, travel applications, and interactive platforms, has created an environment in which the tourist plays a central role, exercising greater autonomy in choosing destinations, accommodations, and activities. The research was structured through a literature review of national scientific articles, identifying that the integration of Information and Communication Technologies (ICTs) into the tourism sector not only modernized processes but also consolidated personalization as a competitive advantage. The results showed that digitalization transformed consumption habits, strengthened interactivity, and enhanced the cultural and heritage value of destinations, highlighting that the tourist experience is now conceived in a unique way, tailored to individual expectations. It is concluded that technology redefines tourism management and services, establishing a new paradigm in which innovation, connectivity, and authenticity combine to provide richer and more meaningful experiences.