Family businesses in tourism - the use of digital technologies in times of uncertainty and crisis

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dc.authoridBaynazoğlu, Mehmet Emin/0000-0003-1978-1348
dc.authoridSeric, Neven/0000-0001-9368-2204
dc.authorwosidBaynazoğlu, Mehmet Emin/ADB-8701-2022
dc.contributor.authorMelovic, Marica
dc.contributor.authorBaynazoglu, Mehmet Emin
dc.contributor.authorSeric, Neven
dc.date.accessioned2024-06-12T10:59:38Z
dc.date.available2024-06-12T10:59:38Z
dc.date.issued2023
dc.departmentTrakya Üniversitesien_US
dc.description.abstractPurpose The main purpose of this paper is to explore the impact of digital technologies on the promotion of tourist offer from the perspective of family businesses. The paper tries to provide a better understanding of the factors that determine the use of digital technologies in the family tourism business, both in the modern digital world and in times of uncertainty and crisis caused by the COVID-19 pandemic. Design/methodology/approach The survey method was used in the realization of the research. Data were collected using a stratified random sample of 86 tourism providers in Montenegro and analyzed by using SEM models, logistic regression and descriptive statistics. Findings The results showed that the demographic characteristics of the respondents were the least important factors in the analysis; while factors that significantly affected the use of digital technologies in Montenegrin tourism included the nature of future tourism trends perceived by respondents, crisis and uncertainty caused by the COVID-19 pandemic, participants' perceptions, attitudes and understanding of the specificities of digital technologies and benefits they offer to tourists, perceived from the perspective of the family business representative. Furthermore, the results of logistic regression revealed that pandemic had stronger consequences on micro and small enterprises, compared to those imposed on medium-sized firms. These impacts relate to changes in organization and redesign of workflows, altered communication from traditional to digital and increased importance of business innovations. On the other hand, the increased significance of integration of marketing channels for multiple target segments, as a consequence of the COVID-19 pandemic, was stronger pronounced in medium-sized businesses compared to micro and small ones. Originality/value The results obtained may serve the holders of the tourist offer, managers and decision-makers when making decisions on the imposition of digital technologies in tourism, in order to secure global reach business, multi-channel tourist interaction, cost-saving and being ahead of competitors. This enables an integrated analysis that forms the basis for further creation of tourism and marketing policies at the individual and collective level to attract tourists and strengthen Montenegro's competitiveness as a destination.en_US
dc.identifier.doi10.1108/JFBM-06-2022-0086
dc.identifier.endpage209en_US
dc.identifier.issn2043-6238
dc.identifier.issn2043-6246
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85136532955en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage185en_US
dc.identifier.urihttps://doi.org/10.1108/JFBM-06-2022-0086
dc.identifier.urihttps://hdl.handle.net/20.500.14551/20505
dc.identifier.volume13en_US
dc.identifier.wosWOS:000843184100001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofJournal Of Family Business Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectDigital Technologiesen_US
dc.subjectTourismen_US
dc.subjectFamily Businessen_US
dc.subjectDigital Tourismen_US
dc.subjectMontenegroen_US
dc.subjectIndustry 4.0en_US
dc.subjectFirmsen_US
dc.subjectInformationen_US
dc.subjectPerformanceen_US
dc.subjectChallengesen_US
dc.titleFamily businesses in tourism - the use of digital technologies in times of uncertainty and crisisen_US
dc.typeArticleen_US

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