Koncepcja dojrzałości cyfrowej podmiotów rynku turystyki kulturowej
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.
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DOI: http://dx.doi.org/10.62875/tk.v3i128.1422
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Instytut Sportu, Turystyki i Żywienia Uniwersytetu Zielonogórskiego
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