Aspects of Digitalization and Related Impact on Green Tourism in European Countries

Abstract

The digital world requires the implementation of new technologies and customer-driven business transformation. As the tourism sector may experience unanticipated ways of developing new technologies due to the current global health crisis, the standard travel experience could be changed. The main aim of this study was to analyze the influence of digitalization and tourists’ preferences in terms of accommodation and economic well-being implying sustainability. This paper applied a regression analysis and principal component analysis to achieve the above objective. Research exposed the fact that tourists’ preferences towards green destinations and ecological accommodation establishments, as well as Internet use in travel planning, may have a significant influence on the sustainability of tourism. This study identified behavioral models of 30 European countries from the sustainable tourism and digitalization perspective and made recommendations on economic and social policy measures to ensure the sustainable nature of tourism activity.

Keywords

• digitalization
• sustainable tourism
• green tourism
• green marketing
• principal component analysis
• regression model