Introduction: Digitalization of tourism is not a megatrend of the future. For many years now, the sector has faced gradual transformation of the playing field, product development and service provision lifecycle, and customer behavior. Technology underpins the entire cycle of a tourism experience and thus requires the businesses to react accordingly. Over 95% of travelers use digital resources in the course of their travel. As a result, market survival is conditioned by the capability to provide an adequate response to the "smart tourists' requirements. The travelers have turned to "prosumers" co-creating their travel experience in real time. Future provision of the tourism services must be personalized, multichannel, responsible and sustainable Regulatory ecosystem is an important determinant, which can either stifle or boost this digital transformation.
KEY INFLUENCING FACTORS AND DIGITAL TRENDS
The most substantial digital trend in tourism is the power of consumers to shape their own experiences. Tourists participate in the co-creation of their information, booking and experience through new information streams, social media, user-generated content and location-based services. Trends in tourism production are also visible, including data analytics, increasing
collaboration between tourism sub-sectors and shifts in booking time, space
and price facilitated by technology.
Two main forces in ICT are changing the tourism sector:
The increasing participation of consumers in searching, purchasing, evaluating and communicating about the components of their tourism experiences. Changes in the production of these components.
The dramatic changes in access to information and products
have enabled more engaged, dynamic behavior by tourism consumers.
Technology has also enabled development of new product
concepts and blends, sold through new channels and over new time spans.
EFFECTS ON THE TOURISM INDUSTRY
KEY FINDINGS Effects of ICT on the channel structure of the tourism industry include the growing dominance of a few large online travel agencies and Google. Effects of ICT on the market structure of the tourism industry include the low cost of information and low barriers to entry.
Limited resources in traditional-model businesses in tourism hamper
innovation.
Policy approach some ideas
Consider the real impact and benefits of this trend especially in terms of job creation, tax, information society and environmental policies.
Consider the recommendations of several competition authorities and
consumers organizations about the benefits of this trend. Prioritizing the public interest. Need of creation of intersectorial working groups with public and private stakeholders, a lab for the sharing economy. Partnerships between authorities and peer to peer platforms to organize these activities and improve their transparency e.g. tax collection by platforms. Analyze ways of compensating for a peaceful transition liberalizing sectors or the renewal of activities with high barriers to entry linked with the sharing economy.