Digital Technologies in the Tourism Industry
Keywords:
Digital technologies, tourism industry, digital platforms, challenges, opportunities, customer experience, digitalizationAbstract
Objective: The objective of this study is to examine the implementation of digital technologies in the tourism industry and identify the challenges and opportunities associated with it.
Methods and Materials: This is a qualitative study where data was collected through semi-structured interviews with 22 experts and practitioners from the tourism industry. The data was analyzed using NVivo software and the thematic analysis method. Participants were selected from Tehran, and the data reached theoretical saturation.
Findings: The results showed that the use of digital platforms such as websites, mobile apps, and online reservation systems contributed to improving customer experience and increasing productivity in the tourism industry. Challenges such as financial, cultural, social, and technological barriers were identified in the process of digitalization in this industry. Opportunities, including access to new markets and improving customer interaction, were also highlighted.
Conclusion: The implementation of digital technologies in the tourism industry can improve customer experience, increase productivity, and enhance competitiveness. However, challenges such as high costs and cultural resistance remain significant barriers. Addressing these challenges and leveraging digitalization opportunities can help accelerate digital transformation in the industry.
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References
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