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The impact of digitalisation on the business operations of tourism companies
Gregor Jagodič, David Jagodič, Mitja Gorenak, 2025, original scientific article

Abstract: Purpose of the article –this article examines how digitalisation influences business operations in tourism companies across multiple dimensions, including marketing, reservation management, customer communication, and internal information systems. The study addresses gaps in understanding the comprehensive implementation of digital technologies in tourism. Research methodology –The research employed a qualitative approach through semi-structured interviews with eight tourism industry experts holding positions as hotel managers, sales and reservations managers, and marketing managers. Data was collected in January 2025 and analysed using thematic coding based on the theoretical framework. Findings –reveal that digitalisation significantly enhances operational efficiency, enables precise audience targeting, facilitates personalised customer communication, and improves strategic decision-making through data analytics. While social media and online booking platforms are widely adopted, advanced technologies like Artificial Intelligence (AI) and Virtual Reality (VR) face implementation barriers due to cost constraints and knowledge gaps.
Keywords: digitalisation, tourism management, digital marketing, reservation systems, tourism innovation
Published in DKUM: 17.06.2025; Views: 0; Downloads: 23
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A sustainable distribution model for agrowellness: strategies for tourist farm innovation and growth
Tina Cvahte Ojsteršek, Lazar Pavić, 2024, original scientific article

Abstract: The concepts of “agrotourism” (or agritourism), focusing on farm-based tourism, and “wellness tourism,” which emphasises health and well-being through travel, are common and well-researched. As the paper explores, this combination presents a strategic approach to enhance the tourist farms’ offer by aligning it with contemporary desires for health, relaxation, and nature immersion. Based on exploring the existing offerings on tourist farms in rural Slovenia and a survey among potential users, we identified some aspects of why agrowellness is not yet developed to the extent one would expect. Focusing on six main areas—local identity, sustainability, community engagement, innovation, digitalisation, and sports activities— the developed distribution model outlines what steps farms can take to reach a broader audience and contribute to sustainable development. By integrating authentic local experiences, eco-friendly practices, community collaboration, innovative activities, a robust digital presence, and opportunities for active outdoor recreation, tourist farms can offer unique, enriching experiences that appeal to modern tourists seeking wellness and connection with nature in the spirit of agrowellness. This comprehensive strategy aims to elevate the agrowellness sector’s appeal. It supports the preservation of rural heritage and promotes healthy lifestyles, positioning tourist farms as crucial players in a sustainably focused tourism industry.
Keywords: agrowellness, distribution, tourist farms, innovation, wellness tourism
Published in DKUM: 11.10.2024; Views: 0; Downloads: 12
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Industrial tourism as a chance for the diversification of the tourism of the Pécs-Mecsek region
Réka Pintér, János Csapó, 2016, original scientific article

Abstract: The present article intends to reveal the industrial tourism potential of the Pécs-Mecsek region in Hungary where we believe there is an adequate potential of the present industrial heritage but only a limited or rather poor utilisation is realised in the research area in this respect. The possible utilisation of the industrial heritage would be useful since the area is facing a stagnating tourism industry and position losses in the latter period so the authors believe that the chance for the renewal of tourism product development could also be provided by the industrial heritage tourism in the analysed region.
Keywords: industrial heritage, Pécs-Mecsek, tourism diversification, thematic route, product innovation, culture, functional change
Published in DKUM: 17.04.2018; Views: 1359; Downloads: 168
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