Piloting a digital maturity model for smart destinations Online publication date: Tue, 18-Oct-2022
by Alain Imboden; Sandra Grèzes-Bürcher; Dominique Fumeaux; Emmanuel Fragnière; Michael Fux
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 4, 2022
Abstract: The article presents the pilot phase of a digital maturity model designed to support peripheral tourism destinations in their transformation into smart destinations. The relevancy and usability of the maturity model was assessed through the analysis of three Swiss tourism destinations. A survey deduced from the model was sent to the destinations followed by focus groups to identify the particularities and key strategic issues related to their transformation into smart destinations. The study confirmed the relevancy of the model while underlining the necessity to further quantify some of its indicators. The destinations demonstrated great awareness of the opportunities new technologies present for tourism development. However, they all shared the same limitations in terms of resources and ability to foster a culture of innovation among all their stakeholders. The necessity for peripheral destinations to embrace digitalisation to remain competitive but also to be accompanied during this process was underlined.
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