Improving Tour Operator Activities Using Digital Technologies And Innovative Approaches
Keywords:
Tour Operators, Digital Transformation, E-Tourism, Innovation, Customer Experience, Tourism Technology, Business Models.Abstract
This research paper investigates the integration of digital technologies and innovative approaches in the tour operator sector, examining their impact on operational efficiency, customer experience, and overall business performance. Adopting a mixed-methods approach, this study combines quantitative data from a survey of 150 tour operators with qualitative insights from in-depth case studies of three firms representing varying levels of digital maturity. The results reveal a significant positive correlation between the level of digital technology adoption—particularly in areas such as Customer Relationship Management (CRM), dynamic packaging systems, and data analytics—and key performance indicators, including revenue growth and customer satisfaction. The study further identifies a paradigm shift towards innovative business models centered on personalization, sustainability, and experience co-creation, which are significantly enabled by a robust digital infrastructure.
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