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Abstract With the spread of information technology, development has accelerated in all fields of life. 20-30 years ago, the word "digital" only had meaning for informaticians and mathematicians. Today it is present in all sectors; thereby tourism has entered into a new era of digital tourism. In many countries strategy of digital tourism has already been defined. People's interest in digital techniques and their use has changed over the last few decades and this change has to be followed in tourism as well. Without digitization, tourism will not be competitive either with foreign destinations or with service providers. Digitalization is needed for tourism organizations to meet the ever-growing expectations of consumers. In our study, we would like to set up a new model that summarizes the areas of digitalisation in tourism. In the outline of the model, we use a marketing approach that covers all areas of tourism marketing, so we deal with marketing research, target groups, 7P, organizational issues and educational areas as well.
Key words:
Digital, Marketing, Model, Tourism, 7P
JEL Codes:
M30
L83
1.INTRODUCTION
With the emergence, spread and rapid development of computers, and later computer networks, a new era has begun. In the beginning, mystical computing devices, which occupied entire rooms, became decisive tools for various companies within a few years. Computer enforced work processes took much shorter time than the previous traditional methods; storing, organizing and retrieving data have become simpler. By networking computers, a globalized process of information flow could be realized. In 2000 Hoffman stated that the internet was the most important innovation since the printed media had evolved (Hoffman, 2000). Innovations in the digital economy, such as open source systems, platform technology, cloud computing, ultra-fast and efficient search engines, smartphones and other devices based on wireline and wireless network infrastructure have dramatically changed the image of many industries (Sziva and Nemeslaki, 2016). As a result of digitalisation, tourism has entered a new era as well: the digital tourism era.
2.LITERATURE REVIEW, DEFINITIONS
In connection with the conceptual definitions, two main areas were examined in our research. We studied the tourism and its development points as well as the digitization and its manifestations in tourism.
The concept of tourism is most well-known as defined by the World...