Utjecaj digitalne transformacije poslovanja i primjena umjetne inteligencije u turističkoj ponudi: Studija slučaja Maistra d.d.

graduate thesis

• Title (english): Impact of digital business transformation and application of artificial intelligence in the tourism offer: Case study Maistra d.d.
• Author: Sara Matić
• Mentor: Dalia Suša Vugec (mentor)
• Committee member: Jasmina Pivar (član povjerenstva)
• Committee member: Mirjana Pejić Bach (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2024-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Rad se bavi analizom digitalne transformacije u turizmu, prikazano je kako je primjena umjetne inteligencije u turističkoj industriji dovela do promjena, te se proučavaju i rezultati primjene ovih tehnologija u kompaniji Maistra d.d.. Turizam se prilagođava brzim promjenama koje su uzrokovanim stalnim tehnološkim inovacijama i promjenjivim potrebama putnika. U radu je prikazana umjetna inteligencija koja se definira kao računalna znanost koja za cilj ima stvaranje strojeva koji oponašaju ljude. Provedeno je empirijsko istraživanje, odnosno anketiranje zaposlenika tvrtke Maistra. Cilj istraživanja je bio prikazati razinu zadovoljstva zaposlenika dosadašnjim naporima Maistre kod uvođenja digitalne tehnologije i umjetne inteligencije. Na kraju anketnog upitnika postavljena su 3 pitanja u kojima su zaposlenici sami morali napisati svoja mišljenja o dodatnim uslugama koje bi Maistra mogla uvrstiti u turističku ponudu primjenom umjetne inteligencije, zatim koji bi primjer naveli kao uspješne primjene digitalnih tehnologija u poslovanju i na kraju mogućnosti i prijetnje daljnje digitalne transformacije turizma. Rezultati istraživanja su prikazala različita razmišljanja o određenim pitanjima ovisno o poziciji zaposlenja zaposlenika.

Abstract (english)

The paper deals with the analysis of digital transformation in tourism, it is shown how the application of artificial intelligence in the tourism industry has led to changes, and the results of the application of these technologies in the company Maistra d.d. are also studied. Tourism is adapting to rapid changes caused by constant technological innovations and changing needs passengers. The paper presents artificial intelligence, which is defined as computer science that aims to create machines that imitate humans. Empirical research was conducted, i.e. a survey of Maistra company employees. The goal of the research was to show the level of employee satisfaction with Maistra's efforts so far in the introduction of digital technology and artificial intelligence. At the end of the questionnaire, 3 questions were asked in which the employees themselves had to write their opinions about additional services that Maistra could include in the tourist offer using artificial intelligence, then what example would they cite as a successful application of digital technologies in business, and finally opportunities and threats further digital transformations of tourism. The results of the research showed different thoughts on certain issues depending on the employee's employment position.

• Keywords: Ključne riječi: Digitalna transformacija; turistička industrija; digitalna tehnologija; umjetna inteligencija; kompanija Maistra
• Keywords (english): Keywords: Digital transformation; tourism industry; digital technology; artificial intelligence; Maistra company
• Language: croatian
• URN:NBN: urn:nbn:hr:148:792391
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-09-27 17:10:14