engleski

Perspective of Croatian tourism supported with ICT potential and ICT trends

PURPOSE The main obstacle to Croatian tourism sector toward better development is mainly a lack of understanding of global trends and the dynamics of social change. These changes impose the constant need for technological, organizational and social innovations that enhance the tourism offer as a whole. Despite the fact that information and communication technology (ICT) provide innovative and advanced potential to significantly increase the competitiveness of tourism goods and services, it is still insufficiently recognized and accordingly not enough used. On the other side, the ICT potential, if ignored, may results with serious consequences for the quality of numerous tourism processes on supply side and demand side as well. The main aim of the paper is, therefore, to explore ICT potential in wider context and propose modalities how to apply it better and more professional locally, namely in Croatian tourism sector. METHODOLOGY Qualitative methods of analyses and desktop research and secondary data were used in the study. The authors propose two hypotheses, such as: (1) Advanced technologies still offer wide spectrum of innovative potential to be used in Croatian tourism ; and (2) Global ICT trends encourage IT appliance in tourism sector on local level. FINDINGS The authors outlined state of art trends in tourism induced by ICT and enclose example and case studies of numerous customized ICT solutions to tourism needs as well as its related implementation projects in different European Union (EU) countries. Those results strongly emphasize the necessity of constantly following mentioned trends, particularly in Croatian tourism. From the aspect of implemented technological innovation, the findings also reveal the present position of Croatia within the rest of EU environment. The lastly named findings actually challenge tourism management to deeper understanding the ICT strategic potential and, accordingly more frequently integrate ICT functionalities in all tourism related processes and activities. CONTRIBUTIONS Contributions of the research are evident from three main standpoints: firstly, from the theoretical view, is related on justification of ICT as main driver of innovation in tourism. Secondly, developed framework appropriate for investigating the ICT potential requisite to increase competitiveness and better positioning of Croatia on tourism market contribute within empirical part. Finally, an overview of the main actual ICT solutions implemented in tourism sector and proposed directions to tourism management for improving the use of ICT potential, presents a practical implication of this research.

ICT innovative potential ; ICT trends ; ICT projects implemented in EU tourism ; Croatia

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