Abstract
Digitalisation emerges as one of the priorities of the tourism industry in Latvia – it currently finds itself in an early stage of digitalisation while consumers increasingly use smart technologies and devices. Digital technologies and
digital tools have caused major changes in the industry, giving rise to new tourism businesses, products, services, and consumer experience. The goal of the study is to develop recommendations for the implementation of digital services at tourism information centres (hereinafter – TICs) in the Zemgale region in the context of consumer attraction based on the theoretical findings as to the role of digitalisation in service provision and its application in the tourism industry and on the consumer and expert surveys conducted.
The study employed the monographic method, secondary data analysis, qualitative data analysis including survey of experts of the tourism industry, and quantitative data analysis – an online consumer survey. This was then followed by a comparative analysis of the results to see how various digital services are rated by the experts and by consumers, while the graphic method was used to depict and interpret the results. The results of the study show that the following five digital services would be key to attracting consumers to TICs in the Zemgale region: interactive digital tourism games and amusement activities, educational activities at the TICs using virtual reality 3D glasses, a complex visitor’s map of the city or municipality, an individually personalised tourism guide, and a 360-degree tour of the city. Regardless of generation, consumers mostly prefer tourism activities and experience at the tourism destination. When it comes to implementing sustainable, digital and more environmentally friendly services at TICs, one needs to consider the differences among generations in terms of views and preferences, digital skills, and daily use of digital technologies.
digital tools have caused major changes in the industry, giving rise to new tourism businesses, products, services, and consumer experience. The goal of the study is to develop recommendations for the implementation of digital services at tourism information centres (hereinafter – TICs) in the Zemgale region in the context of consumer attraction based on the theoretical findings as to the role of digitalisation in service provision and its application in the tourism industry and on the consumer and expert surveys conducted.
The study employed the monographic method, secondary data analysis, qualitative data analysis including survey of experts of the tourism industry, and quantitative data analysis – an online consumer survey. This was then followed by a comparative analysis of the results to see how various digital services are rated by the experts and by consumers, while the graphic method was used to depict and interpret the results. The results of the study show that the following five digital services would be key to attracting consumers to TICs in the Zemgale region: interactive digital tourism games and amusement activities, educational activities at the TICs using virtual reality 3D glasses, a complex visitor’s map of the city or municipality, an individually personalised tourism guide, and a 360-degree tour of the city. Regardless of generation, consumers mostly prefer tourism activities and experience at the tourism destination. When it comes to implementing sustainable, digital and more environmentally friendly services at TICs, one needs to consider the differences among generations in terms of views and preferences, digital skills, and daily use of digital technologies.
| Original language | English |
|---|---|
| Title of host publication | 23th International Scientific Conference "Economic Science for Rural Development" |
| Subtitle of host publication | Proceedings |
| Place of Publication | Jelgava |
| Publisher | Latvia University of Life Sciences and Technologies |
| Pages | 264-275 |
| Volume | 56 |
| ISBN (Electronic) | 978-9984-48-397-9 |
| DOIs | |
| Publication status | Published - 2022 |
| Event | 23rd International Conference "Economic Science for Rural Development" - Jelgava, Latvia Duration: 11 May 2022 → 13 May 2022 Conference number: 23 https://science.rsu.lv/admin/files/41373166/Krajums_Nr_56_14082022_v1_0.pdf |
Publication series
| Name | Economic Science for Rural Development |
|---|---|
| Number | 56 |
| ISSN (Electronic) | 2255-9930 |
Conference
| Conference | 23rd International Conference "Economic Science for Rural Development" |
|---|---|
| Country/Territory | Latvia |
| City | Jelgava |
| Period | 11/05/22 → 13/05/22 |
| Internet address |
Keywords*
- marketing
- digital services
- tourism services
- consumer attraction
- consumer behaviour
Field of Science*
- 5.2 Economy and Business
Publication Type*
- 3.2. Articles or chapters in other proceedings other than those included in 3.1., with an ISBN or ISSN code
