Koncepcja dojrzałości cyfrowej podmiotów rynku turystyki kulturowej

Magdalena Kachniewska

Abstrakt


Pojęcie dojrzałości cyfrowej nie doczekało się jeszcze jednolitej definicji. Jeśli przyjąć, że termin ten określa adekwatną reakcję organizacji na zmiany zachodzące w otoczeniu cyfrowym, wdrażanie cyfrowych osiągnięć do procesów operacyjnych oraz rozwój kompetencji cyfrowych pracowników, to wydaje się możliwe i pożądane odniesienie tej definicji do podmiotów rynku turystyki kulturowej. Wymaga to operacjonalizacji definicji oraz sformułowania ram modelowych i narzędzi badawczych adekwatnych do charakteru działalności turystycznej. Zmiany zachodzące w obszarze kultury, interpretacji dziedzictwa i kreowania wartości dla turysty kulturowego coraz częściej oparte są na rozwiązaniach cyfrowych. Sprzyjają im rosnące zasoby danych (big data) i postulowana ich otwartość (open data), wpływające na dynamikę rozwoju narzędzi zarządzania regionami/atrakcjami turystyki kulturowej i kreowania doświadczeń turystycznych. Przedmiotem artykułu jest sformułowanie definicji i ram pomiaru dojrzałości cyfrowej podmiotów rynku turystycznego oraz wskazanie obszarów wpływu cyfryzacji na jego zrównoważony rozwój. Na podstawie systemowego przeglądu literatury i wywiadów z przedstawicielami organizacji rynku turystycznego, opracowano formularz samooceny dojrzałości cyfrowej, adekwatny do charakteru działalności turystycznej.


Słowa kluczowe


dojrzałość cyfrowa; otoczenie cyfrowe; turystyka kulturowa; śledzenie danych; data tracking

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