|Title: ADAPTABILITY TO DIGITAL TOURISM BY THE TRAVEL AND TOUR OPERATORS IN ALBAY|
Sarah Jane M. Roldan
Digitalization, the specific nature of services provided by travel firms has been a rich ground for the rapid widespread use of technology by travelers and consequently by tourism operators. However, although many tourism firms have started to develop digitalization, the industry has not yet fully exploited the potential of this emergent data and communication resource especially toward the potential of customer engagement. This quantitative research aimed in determining the travel and tour operators’ adaptability to digital tourism in Albay, evaluates the capability in adapting to the use of technology in tourism services and identified the challenges on the utilization of digital tourism services. Total population sampling was used. Findings revealed that majority of travel and tour operators in Albay are using technology via online platform to boost their business, only minimal walk-in clients are being served every day. Furthermore, travel and tour operators adapt digital operation to add more sales. Therefore, all of the travel and tour operators already adapted the use of technology and there were challenges encountered on the utilization of digital services. Conversely, action plan served as means for better understanding about the benefits of digital tourism that can result to generate sales that’s why enforcement of the action plan is essential.
|Keywords: Adaptability, Digitalization, Travel and Tour Operators, Technology, Quantitative Research, Philippines.|