Albania offers a diverse range of recreational and active tourism services, making it an attractive destination for a variety of customers and travelers. According to the data of the Institute of Statistics in Albania (INSTAT, 2021) the country offers a variety of recreational and active tourism services. Adventure Tourism is gaining popularity in Albania, with activities such as paragliding, rafting and rock climbing available in several locations across the country. The field of tourism and recreation is continuously evolving, influenced by advancements in information systems (IS), technology, and digital communication strategies. The recreation and active tourism sector has benefited greatly from information and communication technology (ICT), particularly in the areas of recreation and active tourism. The purpose of this systematic study is to investigate how ICT affects various aspects of the services offered in the field of recreation and active tourism. This review aims to explore the main aspects of research in this domain and provide an overview of relevant literature. The review covers various topics, including the impact of IS and technology in tourism, digital communication strategies, the role of mobile technology and social media, artificial intelligence (AI) in e-commerce, big data analysis in e-tourism, smart tourism and recreation, digital skills in the 21st century, the adoption of technology in tourism, and the integration of information technology in marketing activities. “Tourism in the European Union – Trends and policy responses” by the European Commission (2021) provides an overview of the tourism sector in the European Union (EU), highlighting key trends and discussing policy responses to address challenges and maximize the potential of this important industry. This publication addresses specific policy areas, such as mobility and transport, sustainability, digitalization, and skills development. It highlights the need for sustainable and smart mobility solutions, the promotion of green practices in the tourism sector, the importance of digital transformation, and the enhancement of skills and training for tourism professionals.
The Impact Of Ict In The Field Of Recreation And Active Tourism: A Review
Published in JPASE Journal (Volume 6, Issue 2, December 2023)
Abstract
The recreation and active tourism sector has benefited greatly from Information and Communication Technology (ICT), particularly in the areas of recreation and active tourism. The purpose of this systematic study is to investigate how ICT affects various aspects of the services offered in the field of recreation and active tourism. A thorough search was done using pertinent keywords across three databases, including Web of Science, Scopus, and Google Scholar. ICT and the impact of innovation in the field of recreation and active tourism is manifested in various areas, including: Use of digital tools and platforms for destination marketing, visitor information, and management.; Using augmented reality, gaming, and mobile applications to improve the experience of visitors; Using chat bots, virtual assistants and online booking systems to automate tourism services; Using data analytics to improve the efficiency and sustainability of tourist destinations; Training and instruction through e-Learning on digital skills to increase the skills and knowledge of professionals in the field, etc. Despite the benefits of ICT and innovation, there are also several challenges that need to be addressed including unequal access to digital technologies and skills among actors, especially in rural and remote areas; Privacy and Security: Protection of personal data and privacy; the need to ensure that the use of ICT and innovation in tourism is environmentally and socially sustainable; The need to increase the digital skills of tourism professionals and ensure they can adapt to the changing technological landscape; The high cost of implementing and maintaining ICT solutions and innovation, especially for small and medium-sized enterprises, etc.
Keywords
ICT, Iot, active tourism, recreation, digital tools, digital services
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