THE ROLE OF DIGITAL TECHNOLOGY IN IMPROVING THE TOURIST EXPERIENCE AND EFFICIENCY OF TOURISM MANAGEMENT

Abstract

This research explores the role of technology in improving the tourist experience and the efficiency of tourism management. Using a qualitative approach, the study involved in-depth interviews, participatory observations, and document analysis of several major tourist destinations, including Bali and Barcelona. The findings of the study show that technologies, such as mobile apps, destination management systems (DMS), augmented reality (AR), and virtual reality (VR), contribute significantly to improving the traveler experience by providing better access to information, personalized recommendations, and immersive experiences. In addition, technology also improves the efficiency of tourism management by facilitating the management of tourist flows, infrastructure planning using GIS, and customer relationship management through CRM systems. The study also identified the positive impact of technology on sustainable tourism, such as environmental monitoring and education on environmentally friendly practices. However, the study also notes challenges such as the digital divide and privacy issues that need to be addressed to maximize the benefits of technology. The conclusion of this study emphasizes the importance of collaboration between destination managers, tourism operators, and policymakers to ensure effective and sustainable technology implementation in the tourism industry.