EVALUATION OF SMARTNESS OF THE TOURISM DESTINATION WEBSITES OF THE KLAIPEDA REGION

In the context of the smart tourism ecosystem, destination communication websites occupy a pivotal position in the process of selecting destinations and hotels. In the contemporary era, the concept of smart cities, propelled by telecommunications-based information and communication technologies (ICT), is transforming the urban landscape. The concept of a smart city is not merely concerned with operational efficiency; it also seeks to enhance the overall value and quality of life for residents. This is of paramount importance for the sustainable development of urban areas. The tourism sector plays a significant role in this system, particularly due to the impact of sophisticated tourism ecosystems. The websites of local tourist information centres serve as the primary communication platforms for travellers, facilitating their decision-making processes regarding travel destinations and accommodation. This scientific publication assesses the efficacy of the websites of the tourism information centres (TICs) in the Klaipėda region, evaluating them according to criteria including user experience, integration of smart city principles and the provision of value-added services. When evaluating the websites of tourist information centres in the Klaipeda region, the authors tried to determine their smartness in relation to the following parameters 1. informativeness; 2. functionality; 3. innovation; 4. accessibility, supporting the development of regional tourism and its alignment with the broader goals of a smart city. The aim of the study is to propose directions for improvement after analysing the smartness parameters of the websites of the tourism information centres of the Klaipeda region. A review of the study's findings reveals that the informativeness parameter was rated favourably in the Klaipeda region, particularly in relation to the provision of comprehensive information about tourist destinations, accommodation facilities and catering establishments. However, the functionality and innovativeness parameters were identified as the most pressing areas for enhancement. In the functionality parameter, synchronization with weather forecasts and monitoring of tourist data (traffic dynamics) received the lowest scores – 3.6 and 3.9 points respectively (on a 10-point scale). In the context of innovation, two areas for improvement were identified: the application of virtual reality (VR) (2.4) and the measurement of visitor experience (4.6). In contrast, accessibility, particularly the availability of booking services and tourist information, was rated relatively higher. However, accessibility for people with hearing or visual impairments remains a significant challenge (4.41). Furthermore, it was observed that there is no unified city card system in place for public transport and entry to museums. The findings of the study offer valuable insights into the potential for enhancing the websites of information tourism centres by evaluating them in light of the objectives of smart city and smart tourism.