Since the early beginnings people have been traveling and tourism industry has been always adapting to the social and technological development. In the era of digitalization, it needs to adapt again. Around 1.3 billion persons are traveling yearly around the world. Thus, a small change in this sector has a huge impact on the whole society. We propose a new paradigm, Tourism 4.0, appearing with the quest to unlock the innovation potential in the whole tourism sector. This will be done with the help of key enabling technologies from the Industry 4.0, such as Internet of Things, Big Data, Blockchain, Artificial Intelligence, Virtual Reality and Augmented Reality. By establishing a collaborative ecosystem involving local inhabitants, local authority, tourists, service providers and government, we can co-create an enriched tourism experience in both the physical and the digital world. With this, we can shift from tourist-centered focus to a tourism-centered focus around the local community. Who is the consumer in this new paradigm of tourism and what is the role of marketing in a paradigm shift? The chapter will analyze the current development and present the main shifts due to it.
With more and more people traveling worldwide (the number doubling in the last 20 years), tourist destinations are now more than ever trying to maintain and enhance their competitiveness in the global market. In this regard, novel business models combined with state-of-the-art technology can play a crucial role in not only satisfying the increasing tourism demand but also ensuring a sustainable growth to avoid the deteriorating effects on both the social and natural habitat. For these reasons, the Slovenian government included tourism as one of the priority areas for investment. Hence, the Tourism 4.0 initiative was launched to unite tourism stakeholders with high-tech companies and unify their scattered ideas, experiences, knowledge, and expertise. The ambition is to position Slovenia as a top destination for sustainable tourism with high economic value. This chapter introduces the basic concepts behind Tourism 4.0 and how it relates to technologies for an enhanced tourism experience.
Glede na napovedi rasti turistične dejavnosti v prihodnosti je nujno, da se v izogib negativnim posledicam turizma na družbeno in naravno okolje zagotavlja trajnostno naravnano rast te dejavnosti. Hkrati mora vsaka destinacija nenehno inovirati, če želi konkurirati drugim destinacijam. Sodelovalna platforma Turizem 4.0 s pomočjo sodobnih tehnologij naslavlja oba problema: s kreiranjem okolja, ki spodbuja nenehno inoviranje v turističnem sektorju v razvoj novih turističnih produktov vključuje svoje uporabnike in vključujoč varovanje zasebnosti omogoča prost dostop do zbranih podatkov. Pri implementaciji tehnoloških rešitev Turizma 4.0 igrajo lokalni prebivalci in lokalna skupnost bistveno vlogo, zato so postavljeni v središče ekosistema turizma prihodnosti.
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