PECULIARITIES OF CONSUMER BEHAVIOR IN THE CONTEXT OF SMART TOURISM

This paper goes beyond the widely applied concept of smartness, reflecting the application and use of modern digital technologies, and thus defines smart tourism through the dimensions of intelligence, innovativeness, being based on networks and knowledge, learning and agility, sustainability and digitality. Following these dimensions, consumer behavior in using tourism services is analyzed. This analysis reveals the challenges to maintain the coherence between providing and using touristic services, in order to employ two-sided smartness.