THE ROLE OF TECHNOLOGY IN CONTEMPORARY TOURISM: BETWEEN CONVENIENCE AND CHALLENGES
THE ROLE OF TECHNOLOGY IN CONTEMPORARY TOURISM: BETWEEN CONVENIENCE AND CHALLENGES

Author(s): Simona Georgieva
Subject(s): Economy, National Economy, Tourism, ICT Information and Communications Technologies, Business Ethics
Published by: Икономически университет - Варна
Keywords: artificial intelligence; digitalization; user preference; personalized offers; innovation in tourism
Summary/Abstract: Over the past few decades, the travel and tourism sector has experienced significant effects from the influence of cutting-edge technologies. Besides simplifying the service management process, digitalization has also revolutionized how tourists plan, enjoy, and narrate their travels. At present journey is entirely transformed by high-tech solutions which offer rational decision-making, tailored and more impactful experiences to tourists. Despite the clear and compelling benefits these advancements provide, their implementation also raises some intricate questions. The broad adoption of technology platforms may induce a feeling of alienation from the tangible environment or cause cognitive overload in users due to excessive informational input. This paper aims to assess how digital adoption advances tourism without sacrificing the genuineness of the visitor experience.

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