Vpliv digitalizacije na poslovanje turističnih podjetij
DOI:
https://doi.org/10.32015/JIBM.2025.17.1.1Ključne besede:
digitalizacija, upravljanje v turizmu, digitalni marketing, rezervacijski sistemi, inovacije v turizmuPovzetek
Namen članka – Članek preučuje, kako digitalizacija vpliva na poslovanje turističnih podjetij na več ravneh, vključno z marketingom, upravljanjem rezervacij, komuniciranjem s strankami in notranjimi informacijskimi sistemi. Raziskava naslavlja vrzeli v razumevanju celostne uvedbe digitalnih tehnologij v turizmu.
Raziskovalna metodologija – Raziskava je temeljila na kvalitativnem pristopu s polstrukturiranimi intervjuji z osmimi strokovnjaki iz turistične industrije, ki zasedajo položaje vodij hotelov, vodij prodaje in rezervacij ter vodij marketinga. Podatki so bili zbrani januarja 2025 in analizirani z uporabo tematskega kodiranja na podlagi teoretičnega okvira.
Ugotovitve – kažejo, da digitalizacija pomembno povečuje operativno učinkovitost, omogoča natančno ciljanje občinstva, spodbuja personalizirano komuniciranje s strankami ter izboljšuje strateško odločanje z uporabo podatkovne analitike. Čeprav so družbena omrežja in spletne platforme za rezervacije široko uporabljene, se naprednejše tehnologije, kot sta umetna inteligenca (UI) in navidezna resničnost (VR), srečujejo z ovirami pri uvedbi zaradi stroškovnih omejitev in pomanjkanja znanja.
Praktične implikacije – Turistična podjetja bi morala vlagati v redno usposabljanje zaposlenih, razvijati notranje digitalne kompetence, uvajati integrirane informacijske sisteme ter strateško upravljati odvisnosti od zunanjih platform ob hkratnem obravnavanju vprašanj varnosti podatkov.
Izvirnost/vrednost – Študija ponuja celovito analizo vpliva digitalizacije na različne poslovne funkcije turističnih podjetij in poudarja medsebojno delovanje med uvajanjem tehnologij in organizacijsko kulturo, za razliko od prejšnjih raziskav, ki so se osredotočale na posamezna digitalna orodja ali specifične poslovne vidike.
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Avtorske pravice (c) 2025 Gregor Jagodič, David Jagodič, Mitja Gorenak
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