DIGITALNA TRANSFORMACIJA TURISTIČKIH SUBJEKATA U BOSNI I HERCEGOVINI: ANALIZA AKTUELNOG STANJA I STRATEGIJE UNAPREĐENJA
DIGITAL TRANSFORMATION OF TOURISM ENTITIES IN BOSNIA AND HERZEGOVINA: CURRENT STATE ANALYSIS AND ENHANCEMENT STRATEGIES

Summary/Abstract: Digital transformation has become imperative in all industries, including tourism, to ensure competitiveness and operational efficiency. However, in Bosnia and Herzegovina, tourism companies face challenges in implementing digital tools, which can limit their competitive ability and operational efficiency. This research paper analyses the current state of digitalization of tourism entities in Bosnia and Herzegovina, focusing on the use of online reservations, digital marketing, data analytics, and other digital tools. Through online surveys of 36 tourism companies in BiH, information was gathered on the current level of digitalization, tool usage, and perception of challenges. The aim of the research is to profile proposals for improving long-term business and marketing strategies. Key barriers to adopting digital tools have been identified, and specific strategies have been proposed to overcome them. In this context, management as a discipline plays a crucial role in the successful digital transformation of tourism companies. Management needs to recognize the importance of digitalization, define clear goals and strategies, and provide the necessary resources and support for the implementation of digital solutions. Additionally, management should encourage innovation and continuous learning to adapt to environmental changes. To overcome current challenges and harness the potential of digitalization in Bosnian tourism, it is crucial to focus on the areas identified during the research. Employee education and training play a crucial role in building digital capacities, and it is necessary to develop programs that will improve digital literacy and understanding of the benefits of digital tools. The introduction and implementation of comprehensive education and training programs play a crucial role in creating a workforce ready for digital transformation. This approach not only helps overcome current challenges but also lays the foundation for long-term sustainability and innovation in the tourism sector in Bosnia and Herzegovina. Additionally, it is necessary to work on building partnerships between the private sector, the academic community, and the government to create a sustainable ecosystem to support digitalization in tourism. This includes creating a favourable regulatory framework, providing financial incentives, and promoting joint initiatives that will enable tourism entities to realize the full potential of digital transformation. In conclusion, the success of digitalization in Bosnian tourism requires a comprehensive approach that includes investment in technology, professional education and training, and collaboration between sectors and the state. Only through a joint effort can we create an environment that supports innovation, improves the competitive advantages of the tourism sector, and ensures sustainable growth in the digital era. The results of this research can be useful to tourism companies, regulatory bodies, and other stakeholders to promote more efficient implementation of digital solutions to enhance the tourism industry in Bosnia and Herzegovina. This paper contributes to understanding the importance of digital transformation in tourism and provides guidelines for further development of digitalization in this sector.

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