TURİZM PAZARLAMASINDA DİJİTAL DÖNÜŞÜMLER: DIGITAL TRANSFORMATIONS IN TOURISM MARKETING

Figen ARSLAN KOÇKAYA

doi:10.5281/zenodo.15030480

Authors

Figen ARSLAN KOÇKAYA Sivas Cumhuriyet Üniversity https://orcid.org/0000-0002-7207-3247

DOI:

https://doi.org/10.5281/zenodo.15030480

Keywords:

Tourism, Tourism Marketing, Technology and Innovation, Digital Transformation

Abstract

The concept of digital transformation and industry 4.0 has recently caused major changes in the tourism industry and has become a mandatory strategy for competition, development and sustainability for tourism companies. Digital transformations and technological innovations affect people's lives, professions, lifestyles, social behaviors and purchasing decisions, and offer new opportunities for tourism companies to take part in the international market. The aim of this article is to investigate the reflections of digital technologies such as digital transformation in tourism, tourism 4.0, artificial intelligence, virtual reality, augmented reality, big data, internet of things, blockchain, mobile technologies, cloud computing, robotics in the tourism sector. The literature review method was used for the conceptual framework of this article, and databases were scanned in detail for information on national and international tourism companies implementing digital transformation. The findings of this article include the opportunities provided by digital transformation in tourism to companies and the contributions of digitalization to current tourism experiences. This article has concluded that digital transformation adds value to tourism products, provides competitive advantage for businesses in the international market, and provides significant support to tourism businesses in terms of customer satisfaction, product development and growth. In addition, as a result of the article, it has been recommended that tourism businesses should include technological innovations and innovations in their growth strategies.

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DIGITAL TRANSFORMATIONS IN TOURISM MARKETING