Are Romanian Tourism Companies Prepared For Digital Transformation? A Research Study In Timis County
Type of paper: Research Article
Authors
Marioara Musteață-Pavel
Corresponding AuthorAffiliation: The National Institute of Research and Development in Tourism, Romania
Email: pmioara@incdt.ro
Camelia Surugiu
Affiliation: University of Bucharest, Faculty of Business and Administration, Business Administration Department, Romania
Cristina Lixăndroiu
Affiliation: The National Institute of Research and Development in Tourism, Romania
Email: curea@incdt.ro
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 Tourism Journal, 24 (1). doi.org/10.24818/CTS/3/2021/2.02
© 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.
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References
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