Ключовата роля на човешкия капитал в контекста на дигиталната трансформация в туризма
The Key Role of Human Capital in the Context of Digital Transformation in Tourism

Summary/Abstract: Under conditions of digital transformation in tourism industry competitive companies are faced with a rapidly changing competition. In this context, this study aims to analyse the key role of human capital in tourism industry and critical factor for competitive advantage. The analysis focuses on the importance of quality services in the tourism sector and good practices in the sphere of tourism industry. The aim of the study is to identify job characteristics affecting work quality in tourism in the context of gaining competitive advantage of the tourism industry. As a result, many tourism companies forego the opportunity to seize competitive advantage through human capital management and human potential development practice initiatives.

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