The Digital Transformation of Tourism SMEs in The European Union: Challenges, Opportunities, and Support
Author
Popescu, Elena Silvia
Term
4. term
Education
Publication year
2019
Submitted on
2019-06-03
Abstract
Digitalisation is rapidly reshaping how trips are planned, booked and experienced, creating distinct pressures for tourism SMEs across Europe. This thesis examines the challenges and opportunities digitalisation brings for tourism SMEs in the EU and the types of support that can enable a sustainable digital transition. Drawing on 16 semi-structured interviews with stakeholders across the EU—including destination organisations, tourism boards, academics, and SMEs—the study finds that a conservative mindset and knowledge/skills gaps can hinder SMEs’ digital readiness. It also shows that access to and needs for capability-building support vary widely between member states, regions, and even among SMEs within the same destination. The findings highlight that collaboration and network-building among tourism stakeholders, alongside an active role for local authorities, can accelerate adoption and underpin the development of smart tourism. Finally, the thesis underscores that differences across firms and places must be recognised in implementing the EU’s Digital Single Market, as one-size-fits-all solutions may not address SMEs’ digitalisation challenges.
Digitalisering forandrer hurtigt, hvordan rejser planlægges, bookes og opleves, og stiller særlige krav til Europas turisme-SMV’er. Dette speciale undersøger, hvilke udfordringer og muligheder digitaliseringen skaber for turisme-SMV’er i EU, og hvilke former for støtte der kan fremme en bæredygtig digital omstilling. Med udgangspunkt i 16 semistrukturerede interviews med aktører på tværs af EU – herunder destinationorganisationer, turistråd, forskere og SMV’er – belyser studiet, at et konservativt mindset og viden-/kompetencegab kan hæmme SMV’ernes digitale parathed. Samtidig varierer behovet for og tilgængeligheden af vidensopbygning og støtte markant mellem medlemsstater, regioner og endda mellem SMV’er på samme destination. Resultaterne peger på, at samarbejde og netværksdannelse mellem turismeaktører samt en aktiv rolle for lokale myndigheder kan accelerere SMV’ernes digitale adoption og understøtte udviklingen af smart turisme. Endelig fremhæves, at forskelligheder på tværs af virksomheder og geografier bør anerkendes i implementeringen af EU’s digitale indre marked, da én-størrelse-til-alle-løsninger ikke altid adresserer SMV’ernes udfordringer.
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