Since the early beginnings people have been traveling and tourism industry has been always adapting to the social and technological development. In the era of digitalization, it needs to adapt again. Around 1.3 billion persons are traveling yearly around the world. Thus, a small change in this sector has a huge impact on the whole society. We propose a new paradigm, Tourism 4.0, appearing with the quest to unlock the innovation potential in the whole tourism sector. This will be done with the help of key enabling technologies from the Industry 4.0, such as Internet of Things, Big Data, Blockchain, Artificial Intelligence, Virtual Reality and Augmented Reality. By establishing a collaborative ecosystem involving local inhabitants, local authority, tourists, service providers and government, we can co-create an enriched tourism experience in both the physical and the digital world. With this, we can shift from tourist-centered focus to a tourism-centered focus around the local community. Who is the consumer in this new paradigm of tourism and what is the role of marketing in a paradigm shift? The chapter will analyze the current development and present the main shifts due to it.

With more and more people traveling worldwide (the number doubling in the last 20 years), tourist destinations are now more than ever trying to maintain and enhance their competitiveness in the global market. In this regard, novel business models combined with state-of-the-art technology can play a crucial role in not only satisfying the increasing tourism demand but also ensuring a sustainable growth to avoid the deteriorating effects on both the social and natural habitat. For these reasons, the Slovenian government included tourism as one of the priority areas for investment. Hence, the Tourism 4.0 initiative was launched to unite tourism stakeholders with high-tech companies and unify their scattered ideas, experiences, knowledge, and expertise. The ambition is to position Slovenia as a top destination for sustainable tourism with high economic value. This chapter introduces the basic concepts behind Tourism 4.0 and how it relates to technologies for an enhanced tourism experience.

Nowadays, data on tourist profiles are created by large platforms that exchange and trade the collected data with each other without sharing it with service providers (hotels, restaurants, etc.). Providers are thus increasingly becoming mere "executors" and cannot devote themselves to the guest as they once did. Using the example of Collaboration Impact Token and Digital Online Tourist Identity, the article suggests the development of a sys-tem with use of key enabling technologies from Industry 4.0 that will offer guests a personalised service, re-ward them for positive behavior if they are contributing to the positive effects of tourism and redirect them on less burdened areas with the aim to offer a significantly better tourist experience and the development of more balanced sustainable development.

Nowadays, data on tourist profiles are created by large platforms that exchange and trade the collected data with each other without sharing it with service providers (hotels, restaurants, etc.). Providers are thus increasingly becoming mere "executors" and cannot devote themselves to the guest as they once did. Using the example of Collaboration Impact Token and Digital Online Tourist Identity, the article suggests the development of a sys-tem with use of key enabling technologies from Industry 4.0 that will offer guests a personalised service, reward them for positive behavior if they are contributing to the positive effects of tourism and redirect them on less burdened areas with the aim to offer a significantly better tourist experience and the development of more balanced sustainable development. 14 ZBORNIK KONFERENCE »TURIZEM 4.0 IN ZNANOST«.business etc, and for each occasion a selected avatar is shared with the tourist provider to communicate with.DOTI is a part of the Collaboration Platform T4.0 Core, through which transparent data exchange with third party services based on blockchain technology takes place.

Raziskava v okviru projekta Turizem 4.0 je bila izvedena s ciljem ustvariti boljši pregled nad evropskim ekosistemom na področju digitalizacije kulturne dediščine – skozi prizmo razvoja turizma. Zanimalo nas je, kdo so ključni akterji, kakšni so odnosi med njimi in kakšni trendi na področju digitalizacije kulturne dediščine z namenom razvoja turizma; vse skupaj tudi skozi prizmo odziva na pandemijo korona virusa, kar je hkrati pred-stavljalo aktualizacijo raziskave glede na razmere, ob enem pa tudi ključno omejitev zaradi relativno slabega odziva. Ugotovljeno je bilo, da večina lokacij UNESCO vrednot uporablja tehnološko relativno manj zahtevne rešitve, katerih ni nadgrajevala v času pandemije; več pozornosti je bilo v tem času s strani upravljavcev izbrane dediščine namenjene inovativnim spletnim rešitvam. Te so bile ustvarjene tako s pomočjo specializiranih IT podjetij in strokovnjakov (tudi iz kreativnih in kulturnih industrij) kot brezplačnih/nizkocenovnih spletnih rešitev za podporo produktom, financirane iz raznolikih (v največji meri javnih) virov in ponujene v uporabo med pandemijo večinoma brezplačno. Delež spletnih obiskovalcev UNESCO vrednot se je v povprečju le minimalno povečal, bistveno pa je upadel na lokacijah samih. Izstopa potreba (in želja) po več sredstvih, znanja in povezovanja na področju digitalizacije dediščinskih vsebin.