ONLINE PLATFORMS AS MODERN TOOLS IN TOURISM IN EXTRAORDINARY TIMES: CASE FOR FURTHER DIGITALIZATION IN WESTERN BALKANS
Vesna Lukovic - Dimitsanas 24/26, Kato Toumpa 54454, Thessaloniki, Greece
DOI: https://doi.org/10.31410/tmt.2020.555
5th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2020, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-42-4; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: Extraordinary times require an extraordinary response, especially when economic growth is at stake. Tourism contributes to economic growth in Western Balkans and has been robust in recent years. That was supported by new business models which make it possible for households to participate in the digital economy, including online platforms for travel accommodation. Internet connectivity and digital skills are crucial in that respect. This paper looks at the convergence of the Western Balkan candidate countries to the European Union (EU) in terms of connectivity and the digital skills needed. Analysis of data derived from questionnaires and other sources at the Eurostat show that candidate countries participate in the collaborative economy less and are below EU average in terms of digitalization. Investments supported by EU commitment to the region could improve internet connectivity and digital skills in the Western Balkans. That would benefit their economies which is especially relevant now considering the Covid-19 outbreak in the first quarter of 2020 and its disruption to achieving many goals. The argument for further digitalization is even more important.
Keywords: Digitalization, Tourism, Economics, Digital single market, Western Balkans, Management tools.
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Keywords: Digitalization, Tourism, Economics, Digital single market, Western Balkans, Management tools.
REFERENCES
Bivens, J. (2019). The Economic Costs and Benefits of Airbnb. Economic Policy Institute. Publication.
Retrieved from https://www.epi.org/publication/the-economic-costs-and-benefits-
of-airbnb-no-reason-for-local-policymakers-to-let-airbnb-bypass-tax-or-regulatory-obligations
Bouwman H. et al. (2017).The Impact of Digitalization on Business Models: How IT Artefacts,
Social Media, and Big Data Force Firms to Innovate their Business Model. Econstor. Conference
paper. Retrieved from https://www.econstor.eu/bitstream/10419/168475/1/Bouwman-
Reuver-Nikou.pdf
Charalabidis Y. et al (2015). Ιnformation Systems in a Changing Economy and Society in the Mediterranean
Region. Mediterranean Conference on Information Systems, 2015, Conference
Proceedings, AIS Electronic Library. Retrieved from https://aisel.aisnet.org/mcis2015/, p.1-6
Clancy, R (2018). Landlords in London are embracing Airbnb, new research shows. Property-
Wire. (website). https://www.propertywire.com/news/uk/landlords-london-embracing-airbnb-
new-research-shows/
Dugalić, S. and Lazarević S. (2018). The Digitalization of Active Outdoor Trips in Serbia. Tourism
in Function of Development of the Republic of Serbia (pp.290-307). Publisher: University of
Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja
Eurostat (2019). Digital Economy and Society Statistic, Households and Individuals, Statistics Explained.
(website). Retrieved from https://ec.europa.eu/eurostat/statistics-explained/pdfscache/
33472.pdf
Eurostat (2020a). Glossary: Tourism, Statistics Explained. (website). Retrieved from https://ec.europa.
eu/eurostat/statistics-explained/index.php?title=Glossary:Tourism, accessed at February
21, 2020
Eurostat (2020b). Glossary: Holiday and Other Short-Term Accommodation. Statistics Explained.
(website). Retrieved from https://ec.europa.eu/eurostat/statistics-explained/index.php?title=
Glossary:Holiday_and_other_short-stay_accommodation
European Commission (2007). European initiative on an all-inclusive digital society: Frequently
Asked Questions. (website). Retrieved from https://ec.europa.eu/commission/presscorner/detail/
en/MEMO_07_527
European Commission (2018). Strategy for the Western Balkans (website). Retrieved from https://
ec.europa.eu/commission/news/strategy-western-balkans-2018-feb-06_en
European Commission (2019. EU-Western Balkans: Boosting Digital Connectivity. (website). Retrieved
from https://ec.europa.eu/digital-single-market/en/news/eu-western-balkans-boosting-
digital-connectivity
European Commission (2020). Shaping Europe’s Digital Future. (website).Retrieved from https://
ec.europa.eu/info/strategy/priorities-2019-2024/europe-fit-digital-age/shaping-europe-digital-
future_en
European Parliament (2019). Contribution to Growth – European Digital Single Market, Delivering
improved rights for European citizens and businesses. (website) Retrieved From: https://
www.europarl.europa.eu/RegData/etudes/STUD/2019/638395/IPOL_STU(2019)638395_
EN.pdf. 11-43
Faber and Gaubert (2019). Tourism and Economic Development: Evidence from Mexico’s Coastline.
American Economic Review 2019, 109(6), p.2245-2293. Retrieved from https://doi.
org/10.1257/aer.20161434
Goeroeg C. (2018). The Definitions of Sharing Economy: A Systematic Literature Review. Management.
University of Primorska, Faculty of Management Koper, vol. 13(2), 175-189
International Monetary Fund (2018). Measuring The Digital Economy. Policy paper.
(website). Retrieved from https://www.imf.org/en/Publications/Policy-Papers/Issues/
2018/04/03/022818-measuring-the-digital-economy
International Telecommunications Unit. ITU-SG WTPF 13 Information Document 8. World Telecommunications
ICT/Policy Forum (2013).Retrieved from https://www.itu.int/md/S13-WTPF13-
INF-0008/en
Mao, Y. et al (2018). The Real Effects of Sharing Economy: Evidence from Airbnb. Cornell University
School of Hotel Administration, The Scholarly Commons, Working Papers, 3-2018.
Retrieved from https://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1051&context=
workingpapers
Marcovitch S. and Willmott P. (2014). Accelerating the digitization of business processes. Mckinsey
Digital (website). Retrieved from https://www.mckinsey.com/business-functions/mckinsey-
digital/our-insights/accelerating-the-digitization-of-business-processes
Parviainen et al. (2017). Tackling the digitalization challenge: how to benefit from digitalization
in practice. International Journal of Information Systems and Project Management, 9 Vol.5,
2017, p.63-77
Sabbagh, K. et al (2013). Digitization for Economic Growth and Job Creation: Regional and Industry
Perspectives. The Global Technology Report 2013, World Economic Forum 2013 https://
www3.weforum.org/docs/GITR/2013/GITR_Chapter1.2_2013,p. 35-42
United Nations World Tourist Organization (2019). International Tourism Highlights, 2019 Edition.
(website). Retrieved from https://www.e-unwto.org/doi/pdf/10.18111/9789284421152.
United Nations World Tourist Organization (2020). World Tourism Barrometer. Statistical Annex.
Volume 18. Issue 2. May 2020. Retrieved from https://webunwto.s3.eu-west-1.amazonaws.
com/s3fs-public/2020-05/UNWTO_Barom20_02_May_Statistical_Annex_en_.pdf,
World Travel Tourism Council. 2020. Economic Impact Reports. Retrieved from https://wttc.org/
Research/Economic-Impact
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