Digitalization in tourism: Smart travel applications, technologies and automation of services, digital hotels
Digitalization in tourism: Smart travel applications, technologies and automation of services, digital hotels
Smart travel applications: innovative technologies and applications
The tourism sector occupies an important place in economies due to its scale and potential for employment (Erkmen ve Gönenç Güler, 2020). Innovations and developments in the field of information technology have led to significant changes in this sector. These innovations and changes can significantly affect the perception of travel by sector participants and tourists. Nowadays, when access to information is easy and fast, the opportunity for people to be connected and interact everywhere gives the tourism sector a new dimension. Any technological services and products used in tourism activities can have a positive impact on competition in the sector. Such applications offering new services and products can lead to a significant increase in the number of people traveling. The use of information technology can increase efficiency in tourism and allow tourism organizations to perform their tasks more efficiently and productively (Buhalis ve Law, 2008).
This visual material, illustrating the historical evolution of tourism, demonstrates how the sector has transformed and what role technology has played in this transformation. The image shows four stages: Tourism 1.0, Tourism 2.0, Tourism 3.0 and Tourism 4.0.
• The Tourism 1.0 stage represents a period when traditional travel agencies and brochures prevailed. During this period, travel destinations were usually determined by these agencies.
• The Tourism 2.0 stage begins with the increasing role of the Internet in tourism. Online booking systems are being introduced, and user-generated content is beginning to influence travel decisions.
• The Tourism 3.0 stage appears with the further development of technology. During this period, personalized services based on user preferences, travel mobile applications and the influence of social networks on travel planning and sharing experiences come to the fore.
• The Tourism 4.0 stage represents smart tourism. At this stage, advanced technologies such as artificial intelligence, big data analysis, automation of hotel services and innovative applications in smart tourism are being introduced.
This visual material reflects technological changes in the tourism sector over time. It shows how each stage was built on previous innovations and how modern smart technologies are integrated into the travel experience.
Smart tourism can be defined as a tourism activity supported by elements of any destination to collect and ensure the sustainability of data obtained from social connections, physical infrastructure, government and organizational resources, as well as human intelligence, with an emphasis on sustainability (Gretzel et al., 2015). Smart tourism encompasses many components and smart processes supported by information technology infrastructures (Erkmen ve Gönenç Güler, 2020). Smart tourism can include smart destinations, which are examples of smart cities. Smart tourism can apply many details of smart cities in both rural and urban areas. These are not only urban residents, but also the degree of efficient use of urban resources, the mobility of tourists, the distribution of urban resources, their sustainable use, the level of quality of life in cities, efforts to support and improve all types of services for tourists (Gretzel et al., 2015). Smart tourism can be explained as the coordinated interaction of various components related to smart tourism elements (Yalçınkaya et al., 2018).
The most suitable areas for the use of robots, self-service technologies and automation systems in tourism are restaurants, hotels, theme parks, amusement parks, events, meetings, airports, car rental companies, tour operators, travel agencies, tourist information bureaus, museums and art galleries (Ivanov et al., 2017). Currently, there is a trend where destinations largely take into account the digital environment when planning tourism, develop marketing strategies on the Internet and choose the path of rebranding. For example, Kazakhstan is striving to present its natural and historical attractions to the whole world through a new game. In the game, which covers 100 different tourist destinations in the country, virtual money can be used to upgrade the ticket class to the first and to activate some areas in the game that require a visit to Kazakhstan. The United States offers tourists films and documentaries about planned destinations through the online TV channel "Go USA". Ukraine provides virtual tours of Chernobyl, where the nuclear accident occurred. Those wishing to see this area can do so through a virtual tour that includes real stories, creating an experiential journey. In Italy, 300 local authors from the Friuli-Venezia Giulia region write stories about the region, which are uploaded to the blog in Italian, English and German. Tourists traveling to this region can contact the authors for information about the destination (Euronews, 2020). In New York, users can access information about the location of free public toilets, their condition and cleanliness through an online map on the site nyrestroom.com . Users can leave feedback and receive information about the state of the toilets (New York Restrooms, 2020). The Tuscany+ application, collecting information from the Google and Wikipedia platforms, actually performs the role of a digital tour guide in the Tuscany Valley. This digital application in Italian and English provides users with information about restaurants, places of residence, tourist sites and a variety of other things (Kounavis et al., 2012).
Service Automation: Operational effects of digital transformation
Automation of services is at the center of the digital transformation process and leads to significant operational changes in the modern business world. This transformation is particularly noticeable in the tourism sector. The hotel and tourism business improves its efficiency, reduces costs and increases customer satisfaction through automation technologies (Ivanov and Webster, 2017).
Automatic check-in and check-out systems are among the innovative solutions that increase customer satisfaction in hotels and reduce the need for staff. These systems allow guests to check in and out quickly and without problems, easing the burden on the hotel staff. At the same time, these systems securely store customer data, simplifying data management and analysis (Davenport and Kirby, 2016).
Chatbots and virtual assistants based on artificial intelligence are another important component of the automation of services in the tourism sector. These technologies provide customers with round-the-clock information and support. Chatbots optimize customer service by answering frequently asked questions and making simple bookings. This way, customers can always get the necessary information, and the load on customer service departments is reduced (Brynjolfsson and McAfee, 2014).
Service automation also provides enterprises with important benefits through the use of data analytics and big data. Automation systems analyze large amounts of data, providing valuable information about customer preferences, behavior, and market trends. This information allows businesses to make more informed decisions and offer personalized services. For example, with the help of data analytics, hotels can segment customers more accurately and apply targeted marketing strategies more effectively (Willcocks et al., 2015).
Automation of services also brings significant benefits in terms of employee productivity. Automating routine tasks allows employees to focus on more strategic and creative tasks. This increases job satisfaction and employee motivation, as well as increases the innovative potential of enterprises. At the same time, automation systems standardize business processes, ensuring consistent quality of services (Frey and Osborne, 2017).
Among the operational effects of service automation, the security and protection of customer data occupy an important place. Automated systems use advanced encryption techniques and security protocols to protect data. This increases the security of information for both businesses and customers. In particular, automation of payment processes reduces the risk of fraud and allows for faster and safer financial transactions (Ivanov and Webster, 2017).
Automation of services has a profound impact on operational processes in the tourism sector as a critical component of digital transformation. Automation increases efficiency, reduces costs and increases customer satisfaction. In addition, it allows the use of data analytics and big data, which helps enterprises make more strategic decisions. By increasing employee productivity and ensuring data security, service automation supports the competitiveness and sustainable growth of the tourism sector. In this context, service automation is a key element shaping the future of the tourism sector in the process of digital transformation (Brynjolfsson and McAfee, 2014; Ivanov and Webster, 2017; Willcocks et al., 2015).
The conceptual structure of digital hotels: smart rooms and personalized experiences
Digital hotels are facilities equipped with technological innovations that re-shape the customer experience and increase operational efficiency in the hotel business. The main characteristics of these hotels are smart rooms and personalized services. Understanding the basic concepts of digital hotels and their functioning is important for understanding the changes taking place in the modern hotel sector.
Smart rooms are one of the most important components of digital hotels. These rooms offer guests a more comfortable and personalized experience with internet-connected devices and sensors. For example, the Internet of Things (IoT) devices used in smart rooms allow you to automatically adjust lighting, heating, cooling and entertainment systems according to the preferences of guests. The preferences and behavior of guests are analyzed using artificial intelligence and machine learning algorithms, which makes it possible to provide personalized services for future stays (Buhalis and Amaranggana, 2015).
Personalized experiences are another important advantage of digital hotels. Personalization means providing services customized according to the preferences and needs of the guests to make their stay more unique and memorable. For example, details such as the type of pillow, the level of lighting in the room, or the preferred type of coffee are determined based on data from previous guest stays, and appropriate services are provided for each new stay (Pizam, 2010).
Hotel Management Systems (PMS) are a critical component for improving the operational efficiency of digital hotels. These systems automate and integrate day-to-day operations such as reservations, check-in/check-out processes, room cleaning and maintenance. Hotel management systems reduce the workload of staff and allow for faster response to guest requests. In addition, these systems collect and analyze guest data, providing hotel managers with important information for making strategic decisions (Law and Jogaratnam, 2005).
Digital hotels also offer significant innovations in the field of art and entertainment. Virtual reality (VR) and augmented reality (AR) technologies help guests get richer information about the hotel and its surroundings. For example, with the help of VR glasses, you can virtually walk through different areas of the hotel, and with AR applications you can get interactive information about tourist attractions nearby. These technologies make the guest experience more interesting and interactive (Guttentag, 2010).
Digital concierge services provide guests with the opportunity to personalize their stay experience. Guests can order room service, book spa treatments or reserve tables at restaurants through the digital concierge. These services can be configured even before guests arrive at the hotel, which allows them to quickly and easily receive the necessary services during their stay (Ivanov and Webster, 2017).
Another important component of digital hotels is advanced security systems. Smart locks and CCTV cameras use modern technology to ensure the safety of guests. Guests can open the doors of their rooms using mobile devices and monitor various areas of the hotel using CCTV cameras. These systems not only increase the safety of guests, but also allow the hotel administration to respond quickly to incidents (Shin and Perdue, 2019).
One of the important characteristics of smart rooms is energy efficiency. Smart sensors automatically adjust the lighting and climate control depending on the use of the room, which helps to save energy. For example, when the room is empty, the lights and air conditioning turn off automatically. This is important both for environmental sustainability and for reducing the operating costs of the hotel (Priyadarshini and Tiwari, 2016).
Digital hotels also offer personalized health and wellness services, helping guests maintain their health and well-being. Hotels can analyze the health data of guests and offer them suitable wellness programs. For example, digital fitness trackers and health apps can track guests' daily activity and eating habits, offering personalized health recommendations (Hjalager, 2010).
Digital hotels, offering smart rooms and personalized experiences, are making a significant transformation in the hotel sector. Innovative technologies such as IoT devices, artificial intelligence, VR and AR make the guest experience more comfortable, personal and unforgettable. These technologies also enhance the operational efficiency of hotels, giving them a competitive advantage. In this context, the innovative services offered by digital hotels will become an integral part of the hotel sector in the future (Buhalis and Amaranggana, 2015; Ivanov and Webster, 2017; Law and Jogaratnam, 2005; Guttentag, 2010; Shin and Perdue, 2019; Priyadarshini and Tiwari, 2016; Hjalager, 2010).
The image is a conceptual diagram illustrating the relationship between technology and travel experiences. It is divided into three main sections: "Technology-oriented variables", "Hypotheses" and "Virtual Travel experience". The Technology-oriented Variables section includes subcategories such as Modality, Agency, Interactivity, and Navigability. These elements are related to the central concept of "Hypothesis". The second section leads to the "Virtual Travel Experience", which is divided into two subcategories: "Emotional aspects" and "Cognitive aspects". These two aspects are related to the concept of "Destination Image", which ultimately affects the "Psychological Well-being" of users. The image visually shows how technology-oriented variables can affect a user's virtual experience. This experience includes both emotional and cognitive aspects, which contributes to the overall image of the destination and the psychological well-being of users, being key elements in the discussion of personalization in hospitality.
Berke Shaheen