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Purpose. The purpose of this article is to adapt the experience of leading European countries in the implementation of digital technologies in the organization of railway passenger transportation in the transport market of Ukraine. Method. The following methods were used to achieve the set goal and solve the identified tasks: comparative and graphic method - to display trends in the development dynamics of European countries; systematization and classification - to classify areas of application of digital technologies in the organization of passenger rail transport, modeling - to form a model of the development of passenger rail transport based on digital technologies. Results. In order to increase the competitiveness of passenger transportation in the modern transport market, PJSC "UZ" in the conditions of digitalization of the industry must use the proposed digital marketing tools in the organization of passenger rail transportation and a comprehensive model of the development of passenger rail transportation based on digital technologies. Scientific novelty. Digital marketing tools in the organization of railway passenger transportation are offered. A model for the development of passenger rail transportation based on digital technologies has been created to increase competition in the market of transport services. The practical significance. The proposed digital marketing tools and the formed model for the development of passenger rail transportation based on digital technologies will allow us to adapt to the conditions of the European transport market more quickly and receive additional revenue from passenger transportation.
О. М. Ващенко (Sun,) studied this question.