Content area
The paper focuses on examining relationships and communication in tourism based on the power of technology as a tool for reaching end users creating their personal experiences. This is evidenced by numerous literature and various aspects of individual tool evaluations. The dimension of added value contained in the positive effects of using ICT tooling, such as availability, concurrency of information, personalization based on tailored user requirements, real-time communication and marketing transparency that facilitates product management, have been specifically researched. Structural changes in the area of service marketing present the result of major changes that are reflected in other activities but also due to technological innovations. From demand perspectives, they are the result of tourist experiences and informatization. The formation of business models with a clearly defined development orientation, based on the values of knowledge, assumes a flexible business model that is based on goals that multiply the value of the company, the destination. Smart technologies and adequate ICT tooling enable more efficient evaluation of potential in space, providing a platform for emphasizing identity through a set of elements for product differentiation and space management. This is visible through positive customer experiences (CX). The results of numerous studies confirm the expansive dynamics of changes and differences in the level of acquired knowledge and digital competencies that depend on the geographical area and different levels of economic development are considered, as well as differences in the standard of living of the population, with which this could be associated. From the perspective of service providers, innovations are prerequisites for evolution. They are omnipresent in the transformation of organizational structures and cultures from production technologies to management perceptions with the aim of obtaining a productive process based on technological progress and a new management model in the area of labor-intensive activities.