The impact of sustainability, digital technologies, and employee knowledge on the competitiveness of personalized tourist offer

Abstract

Purpose - The travel and hotel industry is undergoing significant shifts influenced by the digital revolution, evolving sustainable development practices, and changing tourist demographics. The primary aim of this study is to develop a theoretical framework that explores the interplay between digital technologies, sustainable development, and the customization of travel offers to meet the varied needs of different tourist generations (X, Y, Z). Methodology - The methodological approach of this paper involves a comprehensive literature review and theoretical analysis focusing on the impacts of digital technology adoption and sustainable development practices within the travel and hotel industry. Findings - The theoretical analysis revealed a significant potential for digital technologies and sustainability initiatives to improve the competitiveness of travel and hotel industry organizations. The findings suggest that a strategic emphasis on digital innovation and environmental responsibility, coupled with a focus on workforce development, can lead to more appealing and customized travel offers for tourists of various age groups. Implications - The travel and hotel industry must embrace digital technologies and sustainable development to remain competitive. The proposed theoretical framework lays the foundation for future research aimed at empirically testing these concepts and further understanding of customized travel offers in a digital and sustainable era.