Back to Volume
Download PDFOpen PDF
Peer Reviewed

Are Romanian Tourism Companies Prepared For Digital Transformation? A Research Study In Timis County

Type of paper: Research Article

Authors

Marioara Musteață-Pavel

Affiliation: The National Institute of Research and Development in Tourism, Romania

Email: pmioara@incdt.ro

https://orcid.org/0000-0003-3160-7350

Camelia Surugiu

Affiliation: University of Bucharest, Faculty of Business and Administration, Business Administration Department, Romania

Email: camelia.surugiu@faa.unibuc.ro

https://orcid.org/0000-0002-0393-4015

Cristina Lixăndroiu

Affiliation: The National Institute of Research and Development in Tourism, Romania

Email: curea@incdt.ro

https://orcid.org/0000-0001-6519-2398

Published:December 15, 2021
Download PDF

How to Cite

Musteață-Pavel, M., Surugiu, C., & Lixăndroiu, C. (2021). Are Romanian Tourism Companies Prepared For Digital Transformation? A Research Study In Timis County. CACTUS - Journal of Tourism Business, Management and Economics, 3 (2). doi.org/10.24818/CTS/3/2021/2.02

Based on the official APA guide. Review the full set of examples.

© 2021 The Author(s);

Licensed under CC BY-NC 4.0

Abstract

Information and Communication Technology — ICT (i.e., computers and laptops, tablets, mobile phones, smartphones, software, audio-visual systems, wireless, VOIP, GIS, GPS, mobile app, analytical tools, augmented reality systems, holograms, virtual reality technologies) and ˗ mainly ˗ online information sources (multiplatform web pages, search engines, social media platforms) have changed how distribution, selling and consumption processes work. This also involved a revolution in how travel-related information is searched. Digital technologies have brought significant transformations to the tourism industry, significantly changing tourism business, products and destinations. The increase of digital platforms stimulated the variety and volume of tourism products, services and experiences. Nowadays, digital technologies are used as marketing tools by tourism companies, in order to boost efficiency and increase communication and awareness among visitors. The expansion of the Internet has supported the productivity of tourism-related applications and generated an opportunity for businesses to expand and attract more customers. Digitalization has changed the way tourist services are provided because customer expectations converge towards more digital solutions and tools. The present paper aims to investigate the online communication channels used by tourism organizations to promote businesses, products and services. The research was conducted in Timiș County, Romania, as a pilot study. The findings of the present paper provide valuable information regarding the limitation of digital marketing tools used by tourism companies and how to capitalize them as a strategic tool.

Keywords

Digital marketing, tourism, communication, business promotion, ICT

JEL Classification

D83, Z33

References

Adeola, O., & Evans, O. (2019). Digital tourism: Mobile phones, internet and tourism in Africa. Tourism Recreation Research, 44(2), 190–202. https://doi.org/10.1080/02508281.2018.1562662

Bethapudi, A. (2013). The role of ICT in tourism industry. Journal of Applied Economics and Business, 1(4), 67–79.

Chuang, T., Liu, J., Lu, L., Tseng, F. M., Lee, Y., & Chang, C. T. (2017). The main paths of eTourism: Trends of managing tourism through internet. Asia Pacific Journal of Tourism Research, 22(2), 213–231.

Dredge, D., Phi, G., Mahadevan, R., Meehan, E., & Popescu, E. S. (2018). Digitalisation in tourism: In-depth analysis of challenges and opportunities. Aalborg University, Copenhagen, for the Executive Agency for Small and Medium-sized Enterprises (EASME).

Gössling, S. (2021). Tourism, technology and ICT: A critical review of affordances and concessions. Journal of Sustainable Tourism, 29(5), 733–750. https://doi.org/10.1080/09669582.2021.1873353

Hausmann, A., & Weuster, L. (2018). Possible marketing tools for heritage tourism: The potential of implementing information and communication technology. Journal of Heritage Tourism, 13(3), 273–284. https://doi.org/10.1080/1743873X.2017.1334786

Lee, M. K., Yoon, H. Y., & Park, H. W. (2017). From online via offline to online: How online visibility of tourism information shapes and is shaped by offline visits. Journal of Travel & Tourism Marketing, 34(9), 1143–1154.

Liberato, P. M., Alén-González, E., & Liberato, D. F. V. (2018). Digital technology in a smart tourist destination: The case of Porto. Journal of Urban Technology, 25(1), 75–97. https://doi.org/10.1080/10630732.2017.1413228

Mastorakis, G., Trihas, N., Perakakis, E., & Kopanakis, I. (2015). E-CRM in tourism exploiting emerging information and communication technologies. Anatolia, 26(1), 32–44. https://doi.org/10.1080/13032917.2014.902767

McGinnis, G., Harvey, M., & Young, T. (2020). Indigenous knowledge sharing in Northern Australia: Engaging digital technology for cultural interpretation. Tourism Planning & Development, 17(1), 96–125. https://doi.org/10.1080/21568316.2019.1704855

Mróz, B. (2016). New information technologies: Implications for business strategies and marketing communication. In G. Mazurek & J. Tkaczyk (Eds.), The impact of the digital world on management and marketing (pp. 125–140). Poltext Co. Ltd.

Munar, A. M. (2012). Social media strategies and destination management. Scandinavian Journal of Hospitality and Tourism, 12(2), 101–120.

OECD. (2020). Foreword. In OECD tourism trends and policies 2020. OECD Publishing. https://doi.org/10.1787/5ac07b74-en

Pawłowska, A., Matoga, L., & Stach, E. (2015). The use of information and communication technologies (ICTs) in tourist information and promotion of the Polish Carpathians in foreign tourism markets. Journal of Travel & Tourism Marketing, 32(5), 554–577. https://doi.org/10.1080/10548408.2014.918926

Vila, T. D., González, E. A., & Darcy, S. (2018). Accessible tourism online resources: A Northern European perspective. Scandinavian Journal of Hospitality and Tourism, 19(2), 140–156. https://doi.org/10.1080/15022250.2018.1478325

Zhang, T., Cheung, C., & Law, R. (2018). Functionality evaluation for destination marketing websites in smart tourism cities. Journal of China Tourism Research, 14(3), 263–278.

Živković, R., Gajić, J., & Brdar, I. (2014). The impact of social media on tourism. In Sinteza 2014: E-business in tourism and hospitality industry (pp. 758–761).