Digitalna transformacija u turizmu - empirijsko istraživanje stavova potrošača o digitalizaciji u turizmu

master's thesis

• Title (english): Digital transformation in tourism - empirical research of consumer attitudes about digitalization in tourism
• Author: Bono Ćaćić
• Mentor: Jasmina Pivar (mentor)
• Committee member: Jasmina Pivar (predsjednik povjerenstva)
• Committee member: Dalia Suša Vugec (član povjerenstva)
• Committee member: Danijela Ferjanić Hodak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Digitalizacija je uzela maha u svim poljima suvremene ekonomije uključujući turizam. Turizam kao posebna društveno-ekonomska pojava obuhvaća različite gospodarske aktivnosti koje zajedno omogućuju djelovanje turističkog tržišta. Poduzeća koja se bave turističkom djelatnošću trebaju pratiti digitalne trendove te digitalno transformirati svoje poslovanje kako bi opstala na tržištu. Primjenom ključnih digitalnih tehnologija uz organizacijske promjene poduzeća postiže se dugoročna konkurentska prednost, podiže se kvaliteta turističke usluge, a sve u svrhu zadovoljenja želja i potreba potrošača. U svrhu ovog rada provedeno je kvantitativno istraživanje primjenom anketnog upitnika na uzorku od 163 ispitanika koje ispituje navike i stavove potrošača o digitalizaciji u turizmu. Rezultati pokazuju da većina potrošača smatra da upotreba digitalnih tehnologija u turizmu poboljšava ukupno iskustvo putovanja.

Abstract (english)

Digitalization has gained momentum in all fields of the modern economy, including tourism. Tourism, as a distinct socio-economic phenomenon, encompasses various economic activities that collectively enable the functioning of the tourism market. In order to survive, businesses must keep pace with digital trends in the market and digitally transform their operations. By employing key digital technologies alongside organizational changes, companies achieve long-term competitive advantages, enhance the quality of tourist services, all with the goal of satisfying the desires and needs of consumers. A quantitative research study was conducted using a survey questionnaire with a sample of 163 respondents to investigate consumers' habits and attitudes towards digitalization in tourism. The results show that the majority of consumers believe that the use of digital technologies in tourism enhances the overall travel experience.

• Keywords: digitalizacija; digitalna transformacija; turizam; digitalne tehnologije; potrošači
• Keywords (english): digitalization; digital transformation; tourism; digital technologies; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:813109
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-10-01 22:27:35