Factors Influencing the Choice of a Tourist Destination: A Focus on Digital Tools
Factors Influencing the Choice of a Tourist Destination: A Focus on Digital Tools

Author(s): Melisa Bejtović, Amela Ljajić, Dženis Bajramović, Edisa Dreković
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Industry 4.0; Tourism; Digital tools; Online platforms; Social media and decision factors in choosing a tourist destination
Summary/Abstract: Industry 4.0 has fundamentally transformed all economic sectors, especially tourism, which has experienced dynamic and rapid growth as a result. In contemporary tourism, the focus is on creating unique and unforgettable experiences that leave a lasting impression on travelers. The travelers are increasingly looking for experiences that offer emotional depth, authenticity, and memorable stories to share. Digital tools and platforms have modernized and optimized the travel process, significantly altering how tourists perceive their trips during the planning, organizing, and experiencing stages. Social media and online platforms have brought destinations closer to the travelers through reviews, photography, videos, and other content. This paper aims to explore which factors and digital tools most significantly influence destination choices. The paper presents quantitative data collected by a research questionnaire on the attitudes and perceptions of tourists during travel planning. The research was conducted in Serbia, Bosnia and Herzegovina, Montenegro, and North Macedonia, and 651 respondents participated.

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