DIGITAL REVOLUTION IN THE TOURISM SECTOR: CHANGES IN USER EXPERIENCE AND BUSINESS PROCESSES
Giedrė Kvedarienė, Laimutė Anužienė
St. Ignatius Loyola College, Kaunas, Lithuania
Keywords: Digitalization; tourism sector; digital transformation; user experience;
Abstract:
The digital revolution of the last decade has significantly changed the principles of the tourism sector, affecting both consumer behaviour and organisations’ business processes. Digital technologies – from mobile applications and platform economies to artificial intelligence, personalisation systems and virtual reality – are transforming the stages of travel planning, experience and evaluation. The growing consumer reliance on real-time information, personalised recommendations, and seamless digital services indicates that technological progress is becoming one of the most important competitive factors for tourism organisations. The relevance of this topic is determined by the rapidly changing dynamics of the tourism market and the need for businesses to adapt to new consumer expectations, while ensuring operational efficiency.
This study aims to analyse how the digital revolution is transforming user experience and business processes in the tourism sector. To achieve this aim, the following research objectives are formulated: to analyse the theoretical foundations of digital transformation in tourism; to empirically examine its impact on user experience and business processes; and to identify practical implications and formulate recommendations.
This study applies a qualitative research approach based on scientific literature analysis and semi-structured interviews with tourism sector specialists.
The findings suggest that digital transformation enhances service personalisation and operational efficiency in tourism organisations, while simultaneously increasing technological dependence and the complexity of implementation.
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