ANALYSIS OF DIGITAL TRANSFORMATION IN EU TOURISM: A COMPARATIVE STUDY

Jovana Davidović

doi:10.52370/TISC26335JD

Jovana Davidović University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja, Vrnjačka Banja, Serbia

DOI: https://doi.org/10.52370/TISC26335JD

Keywords: digital transformation, tourism, European Union, comparative analysis, ranking, clustering

Abstract

This paper examines the level and dynamics of digital transformation in tourism across European Union countries. The aim of the study is to assess changes between 2019 and 2023 and highlight key differences among countries. The analysis is based on secondary data from the Tourism Dashboard, including indicators of e-commerce sales of tourism enterprises, the share of tourism enterprises using social media platforms, and internet speed at tourism destinations. The study applies a combination of descriptive, comparative, and correlation analysis, along with ranking and cluster classification. The results show clear differences in both the level and pace of digital transformation, identifying groups of leaders, stable, fast-growing, and lagging countries, and indicate no significant relationship between changes in internet speed and digital business activities in tourism.

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