The impact of digitalisation on the business operations of tourism companies

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Digitalisation significantly improves operational efficiency in tourism companies, enhancing decision-making through data analytics.
Findings indicate the use of social media and online booking platforms, but barriers hinder advanced technologies like AI and VR.
Thematic analysis of semi-structured interviews with eight industry experts provided insights into digital implementation challenges.
Companies are urged to address knowledge gaps and train employees to enhance their digital capabilities and manage security concerns.

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Qualitative analysis reveals digitalisation enhances operations in tourism, suggesting strategic investments in technology and training.

Jagodič et al. (2025) studied this question.

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