Comparative analysis of stakeholders perceptions on digitalisation and advanced technologies in tourism

english

2025

volume 16, issue 2

advanced technologies   advantages and challenges   digitalisation   Tourism 4.0

GEA College
((Obvezni izvod spletne publikacije))

The purpose of the paper is to provide qualitative insight into perceptions and experiences of key tourism stakeholders regarding digitalisation and advanced technologies (D&AT). With comparing those perceptions and experiences across scholars, public institution representatives and practitioners (triangulation) in two European countries, Slovenia and Montenegro, the object of the research is to reveal the dimensions of technological adoption in a specific industry and geographical context. Interviews explored three thematic areas: a) understanding of D&ATs, b) perceived advantages, and c) challenges and concerns associated with D&ATs. Data were collected from 27 interviewees and analysed using content analysis, applying thematic coding and matrixes. The findings reveal that while D&ATs in tourism are generally welcomed for their potential to enhance efficiency and service delivery, significant concerns persist regarding the loss of human-to-human interaction, varying levels of technological competence, and the strategic use of data. Countries at different stages of technological maturity perceive and experience these issues in distinct ways, yet, the tension between technological advancement and human-centred tourism persists across borders.

05.12.2025