Ψηφιακός μετασχηματισμός και σύγχρονες στρατηγικές μάνατζμεντ στις επιχειρήσεις φιλοξενίας
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Keywords
Ψηφιακός μετασχηματισμός ; Ψηφιακό δίκτυο ; Στρατηγικό μάνατζμεντ ; Ανταγωνιστικότητα ; Επιχειρήσεις φιλοξενίας ; Αναδυόμενες τεχνολογικές τάσεις ; Τουριστική ανάπτυξη ; Ψηφιακή στρατηγική ; Ρομποτική ; Ρομποτικοποίηση (Robots)Abstract
The rapid development of New Advanced Technologies and the increasing digitization of tourism activity make Digital Transformation a necessary strategic choice for Hospitality Businesses. In a highly competitive environment that is changing year by year, hospitality businesses are called upon evaluate and redefine their business models, adopt innovative strategies, and focus on enhancing the customer -tourist experience in order to ensure their sustainability and growth.
The aim of this doctoral thesis is to conduct an in-depth investigation of the role of Digital Transformation through new advanced technologies in the Greek Hospitality sector, as well as to understand how digital strategies and strategic management contribute to improving the customer-tourist experience, enhancing competitiveness, and creating added business value. At the same time, the research seeks to highlight the challenges and obstacles that accompany the process of Digital Transformation in the Hospitality sector.
To achieve the research objectives, a qualitative research approach was adopted, utilizing Case Study as the main method. The research was based on the systematic collection and analysis of data from Greek New Advanced Technologies providers and Hospitality businesses in Greece that have adopted and implemented Digital Transformation practices. The choice of this methodology allowed for an in-depth understanding of strategic choices, technological applications, and their impact on business operations and the customer-tourist experience.
The findings of this doctoral thesis demonstrate that the adoption of new advanced technologies, such as the Internet of Things, Cloud Technologies, Big Data, R.AI.SA (Robotics or Robots, Artificial Intelligence (AI), Service Automation, Mixed Reality (MR) related to Augmented Reality (AR) and Virtual Reality (VR), as well as Social Media (SM) contribute significantly to the operational efficiency of Hospitality Businesses, improving decision-making and providing a tailor-made and upgraded experience to the customer-tourist. At the same time, the importance of strategic management and digital marketing is highlighted as critical factors for the successful integration of digital technologies.
In conclusion, this doctoral thesis demonstrates that digital transformation is not merely a technological innovation, but a comprehensive strategic process that has a decisive impact on competitiveness, the customer-tourist experience, and the long-term development of hospitality businesses in Greece. The research contributes both to the theoretical understanding of the phenomenon of "Digital Transformation through New Advanced Technologies" and to its practical application, offering useful insights for researchers and professionals in the tourism industry.