Digital Traveller: Technology and Customer Experience in Tourism
Chapter 1: Introduction (Pexels, 2025). In recent years, digital technologies have significantly transformed the tourism industry. The development of the internet, mobile applications, artificial intelligence and online booking platforms has changed the way travellers search for information, plan their trips and make reservations. Tourism businesses increasingly rely on digital systems to provide faster services, improve communication with customers and create more personalised travel experiences. As a result, digital transformation has become an essential factor in improving customer satisfaction and maintaining competitiveness in the global tourism market (UNWTO, 2023). One of the most significant changes in the tourism sector is the rise of online travel platforms. These platforms allow travellers to search for accommodation, compare prices, read reviews and complete bookings instantly. Digital technologies provide greater convenience and flexibility for customers, enablin...