Digital transformation in tourism and consumer behavior in the digital environment

Abstract

Digital transformation, as one of the most significant processes of contemporary socio-economic development, affects all sectors of the economy, including the tourism sector. As one of the most dynamic economic branches, tourism is particularly susceptible to digital changes, such as mobile applications and social networks, because it depends on information, communication, and experiences of tourists. In the theoretical part of the paper, the digital transformation in the modern digital economy is described ; the theoretical knowledge about digitization, digital trends in tourism, and the understanding of consumer behavior in the digital environment are presented. The aim of this work is to present the key aspects of digital transformation in tourism, analyzing its impact on business models, communication with consumers, and the creation of new trends. It lists key digital technologies, including artificial intelligence, big data, and mobile technologies, which companies use in the tourism sector to improve tourism services. By applying key digital technologies, along with the organizational changes of the company, the improvement of the quality of tourist service and a long-term competitive advantage are achieved, all for the purpose of satisfying the wishes and needs of consumers. Understanding consumer behavior in the digital environment has become crucial for organizations looking to adapt their marketing strategies and gain a competitive advantage.