Reflection of the Digital Transformation Process on the Tourism Sector: A Study on the Use of Smart Tourism Technologies

The purpose of this study was to explore the level of use and experiences of smart tourism technologies by employees and managers in tourism businesses. A nested multiple case design, which is one of the qualitative research designs, was used for this purpose in the study. Face-to-face semi-structured interviews were conducted with 48 employees and managers from two accommodation establishments, two food and beverage establishments, two travel agencies and two airline establishments in Istanbul, which were determined as cases in the study, using the maximum diversity sampling method. The data obtained from the interviews were subjected to content analysis using the Maxquda 2020 qualitative data analysis program. Cloud technologies, big data, QR codes, mobile applications, virtual reality, infrared communication, electronic flight technology, global positioning systems, and digital self-service technologies are used in tourism businesses. It has been determined that employees and managers in tourism enterprises welcome the use of these smart tourism technologies because of their perceived benefits, ease of use, safety, welfare, improving employee performance, enriching recipes, the quality of digital software systems used in enterprises and various organizational support provided for employees. On one hand, it has been determined that smart tourism technologies have various benefits for employees, businesses and customers such as fast service, time saving, competitive advantage, flexible working, sustainability, reduction of airplane accidents, strengthened brand image, increased operational efficiency, correct ordering and the chance to re-order food and beverages while on the other some negativities such as data security problems, service disruption, standardization of food tastes, expensive service, cyber loafing, burnout syndrome and loss of employment have also been determined.