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Conceptual model of digital tourism
Liliya ACHILOVA
Tashkent State University of Law
ARTICLE INFO
ABSTRACT
Article history:
Received July 2024
Received in revised form
15 August 2024
Accepted 25 August 2024
Available online
15 September 2024
This article examines the conceptual model of digital
tourism, highlighting the key directions for the development of
the tourism industry in the context of digital transformation. It
outlines the model’s main components, which include the use of
digital technologies to enhance tourism services, foster new
forms of customer interaction, and boost competitiveness in the
international market. Additionally, the legal aspects and
challenges associated with the digitalization of tourism are
analyzed, and recommendations for the industry's further
development are provided.
2181-
1415/©
2024 in Science LLC.
DOI:
https://doi.org/10.47689/2181-1415-vol5-iss8/S-pp108-112
This is an open access article under the Attribution 4.0 International
(CC BY 4.0) license (https://creativecommons.org/licenses/by/4.0/deed.ru)
Keywords:
digital tourism,
conceptual model,
digital transformation,
tourism services,
legal aspects,
digitalization,
competitiveness.
Рақамли туризмнинг
консептуал модели
АННОТАЦИЯ
Калит сўзлар:
рақамли туризм,
концептуал модель,
рақамли трансформация,
туристик хизматлар,
ҳуқуқий жиҳатлар,
рақамлаштириш,
рақобатбардошлик.
Мазкур мақолада рақамли туризмнинг концептуал
модели таҳлил қилинган бўлиб, туризм индустриясининг
рақамли
трансформация
шароитидаги
ривожланиш
йўналишларини ўз ичига олади. Моделнинг асосий
компонентлари,
яъни
рақамли
технологиялардан
фойдаланиш
орқали
туристик
хизматларни
такомиллаштириш, мижозлар билан янги ўзаро ҳамкорлик
шаклларини
яратиш
ва
халқаро
бозорда
рақобатбардошликни ошириш каби жиҳатлар ёритилган.
Туризмнинг
рақамлашуви
билан
боғлиқ
ҳуқуқий
муаммолар ва қийинчиликлар муҳокама қилинган,
шунингдек, соҳани янада ривожлантириш бўйича
тавсиялар берилган.
1
Associate Professor, Department of Business Law, Doctor of Philosophy (PhD) in Law, Tashkent State University of
Law. E-mail: Liliya.achilova@mail.ru
Жамият
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Special Issue
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08 (2024) / ISSN 2181-1415
109
Концептуальная модель цифрового туризма
АННОТАЦИЯ
Ключевые слова:
цифровой туризм,
концептуальная модель,
цифровая трансформация,
туристические услуги,
правовые аспекты,
цифровизация,
конкурентоспособность.
В данной статье представлена концептуальная модель
цифрового туризма, отражающая ключевые направления
развития туристической индустрии в условиях цифровой
трансформации. Описаны основные компоненты модели,
которые включают использование цифровых технологий
для улучшения туристических услуг, создания новых
форм взаимодействия с клиентами и повышения
конкурентоспособности на международном рынке. Также
рассмотрены правовые аспекты и вызовы, связанные с
цифровизацией туризма, и предложены рекомендации для
дальнейшего развития отрасли.
INTRODUCTION
Today, amid the widespread global coronavirus pandemic, the tourism sector is
facing unprecedented challenges. It is difficult to predict when the crisis will end, but these
circumstances demand the optimization of business processes across nearly all tourism
industry sectors. Digital technologies offer solutions in this regard. The future lies in
digitalization, and it is essential to advance the use of digital technologies in the hospitality
industry. This includes participating in the development of IT strategies, mobile
applications, and online platforms in collaboration with IT companies, as well as
supporting entrepreneurs who create innovative products tailored to the needs of the
hospitality sector. This will ensure Russia's competitiveness in global markets in the long
term. While the pandemic has significantly altered our world, this does not imply that
travel will cease; rather, it means we will travel differently [1].
It is also important to note that independent tourism is becoming increasingly
popular each year, and the introduction of innovative technologies is accelerating its growth.
In recent years, educational tourism has gained popularity as a form of active learning
that promotes both professional and cultural development for its participants. In the context
of digital reality, where technology permeates all aspects of life, traditional forms of
educational tourism face the need for adaptation. Digitalization is reshaping approaches to
organizing tourism, offering new opportunities for interaction between students, educators,
and professionals from various countries. This article aims to propose a methodological
approach to educational tourism in the context of digital reality, analyze the legal aspects of
interaction among participants, and examine the contribution of this field to the
development of active learning within the framework of civil law.
The tourism development goals for the Republic of Uzbekistan from 2019 to 2025
focus on transforming tourism into a strategic sector of the national economy, achieving
target benchmarks through diversification and improvement of tourism services,
enhancing tourism infrastructure, attracting foreign investment, and conducting effective
promotional and marketing campaigns.
The primary stages of tourism development include:
•
2019-2020: Institutional reforms aimed at establishing a robust legal framework
for tourism development, modernization of infrastructure, and promotion of the
country's tourism brand.
Жамият
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Society and innovations
Special Issue
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08 (2024) / ISSN 2181-1415
110
•
2021-2025: Increasing the share of the tourism industry in the national economy.
The goal is to raise tourism's contribution to the gross domestic product (GDP) to
5% (compared to 2.3% in 2017) and to attract over 9 million tourists by 2025, including
2 million from distant foreign countries, through the development of necessary
infrastructure and effective promotion of Uzbekistan's tourism potential in global markets.
•
Long-term perspective: Tourism in Uzbekistan is expected to not only contribute
to the national economy but also become a key player in regional and global tourism
markets as one of the most competitive sectors [2].
METHODS
The study employs several research methods, including a review of regulations
governing educational tourism and digital activities across different jurisdictions; an
examination of educational tourism practices in various countries, with a focus on their
legal regulation; and an analysis of specific cases involving educational tourism that
utilize digital platforms.
RESULTS
The analysis of legal norms revealed that educational tourism is regulated by both
national and international legislation, though the legal framework does not always
address issues arising in digital reality. Key findings include:
1.
Educational tourism as a form of international cooperation: In many countries,
educational tourism is seen as a means of cultural exchange and professional
development. In the digital age, this form of cooperation is expanding through online
courses, virtual excursions, and hybrid modes of interaction.
2.
Digital transformation and legal challenges: The application of digital
technologies in educational tourism raises several legal questions, including data
protection, copyright for digital content, and legal liability for educational services
provided online. This has created a need for adapting civil contracts concluded in the
digital space.
3.
Synergy between educational tourism and active learning: The integration of
digital tools (e.g., VR, AR, and online platforms) enhances opportunities for active
learning in tourism by providing students with access to virtual educational materials
and remote lectures. This approach reduces the costs of traditional tours while
preserving the educational value of the program.
4.
Protection of participants' rights in the educational process: Legal analysis
indicates a need to improve legislation concerning the rights of students and tourists
participating in educational programs on digital platforms. Issues such as data
protection, copyright, and contractual obligations are particularly relevant.
DISCUSSION
The findings confirm that digital reality is transforming educational tourism,
altering both organizational approaches and legal aspects. While traditional forms of
educational tourism require physical presence, digitalization opens up new opportunities
for broader participation.
At the same time, digitalization poses legal challenges related to regulating virtual
educational services, data protection, and student rights. This calls for a revision of
existing civil laws and the implementation of new legal mechanisms. The development of
educational tourism in digital reality also contributes to the strengthening of legal
cooperation between countries, which is crucial for regulating cross-border educational
services.
Жамият
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The term "digital transformation" refers to radical changes in all sectors of a
business, including policy, technology, logistics, and, crucially, corporate culture.
Digitalization necessitates the transformation of all business processes, from
technological to marketing, taking into account both external and internal environmental
factors. The experience of foreign countries that have already embraced technological
advancements must also be considered [2].
Undoubtedly, the use of modern algorithms enhances work efficiency, allowing for
the resolution of more complex tasks [2]. This applies primarily to information systems
for electronic search, booking, and sales of tourist routes. Through these systems,
tourism organizations generate a significant level of service by utilizing innovative
technologies aimed at improving tourism products.
Tourism is exploring and applying digital technologies to shorten the path from
product awareness to purchase [3]. As noted by Dulat Iman, Director of the PR and
Marketing Department of the national company Kazakh Tourism: "Today, 3.5 billion
people have access to the internet. This number includes people of all age groups, with
varying incomes and social statuses. This figure is growing every year. If it was once
believed that the internet was predominantly used by young people, now more and more
adults and the elderly, especially abroad, use social media and the internet daily to search
for information" [4].
Nevertheless, researchers point out the drawbacks of the widespread use of
automated workplaces in the service sector. This leads to unemployment, as an
increasing number of office workers are replaced by automated systems capable of
analyzing customer requests faster and providing information. Additionally, the more
services offered in the virtual space, the harder it becomes for individuals without digital
experience to find jobs [5].
Thus, trends are emerging that significantly impact the formation of social
directions. For example, changes in the perception of space and time [6]. Internet
communication, as part of digital technologies, allows modern individuals to see, hear,
and participate in events of cultural and educational significance, regardless of the time
zone or distance at which they occur.
At present, digital solutions are a key element in the development of tourism
across all stages of the value chain [7]. Low-cost carriers make any corner of the world
accessible, global transportation platforms integrate services in the fields of transport
and accommodation, sharing services elevate accessibility for budget-conscious
consumers, and aggregators of offerings allow for easy and quick comparison of prices,
conditions, and reviews from other consumers.
CONCLUSION
The methodological approach to educational tourism in digital reality requires the
comprehensive adaptation of legal and organizational norms, as well as the use of digital
technologies to ensure flexible educational programs. Key aspects include protecting
participants' rights, developing legal mechanisms for digital interaction, and creating
conditions for active learning through tourism programs.
The introduction of digital technologies leads to significant transformations in this
industry. The emerging trends demand thorough research, as they affect fundamental
aspects of both individual and societal development. A complex of social phenomena is
being formed, creating industrial-tourism integration.
Жамият
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Thus, legal support for educational tourism should include regulations addressing
data protection, educational content rights, and legal responsibility for the provision of
digital services. The implementation of such mechanisms will contribute to the further
development of educational tourism in the context of digital reality.
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