Potentials of digitization in the tourism industry - Empirical results from German experts

Abstract

The paper deals with the topic digitization in the tourism industry. An empirical study was conducted in Germany based on a theoretical foundation. The aim of this study is to find out how far the digitization has already changed the tourism industry and what is still going to change in order to find potential benefits of digitization in the tourism industry. The results of the structural equation model approach show six main driver (sales increase, classic booking, sharing economy, personalized offers, social media and customer reviews) that have a significant impact on the potential of digitization in the tourism industry.