5th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

ONLINE PLATFORMS AS MODERN TOOLS IN TOURISM IN EXTRAORDINARY TIMES: CASE FOR FURTHER DIGITALIZATION IN WESTERN BALKANS
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Vesna Lukovic –   Dimitsanas 24/26, Kato Toumpa 54454, Thessaloniki, Greece
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DOI:   ​​https://doi.org/10.31410/tmt.2020.555
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5th International Thematic Monograph –   Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2020,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia;   ISSN 2683-5673,  ISBN 978-86-80194-42-4;   Editors:   Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia,   Printed by:  SKRIPTA International, Belgrade
Abstract:   Extraordinary times require an extraordinary response, especially when economic growth is at stake. Tourism contributes to economic growth in Western Balkans and has been robust in recent years. That was supported by new business models which make it possible for households to participate in the digital economy, including online platforms for travel accommodation. Internet connectivity and digital skills are crucial in that respect. This paper looks at the convergence of the Western Balkan candidate countries to the European Union (EU) in terms of connectivity and the digital skills needed. Analysis of data derived from questionnaires and other sources at the Eurostat show that candidate countries participate in the collaborative economy less and are below EU average in terms of digitalization. Investments supported by EU commitment to the region could improve internet connectivity and digital skills in the Western Balkans. That would benefit their economies which is especially relevant now considering the Covid-19 outbreak in the first quarter of 2020 and its disruption to achieving many goals. The argument for further digitalization is even more important.

Keywords:  Digitalization, Tourism, Economics, Digital single market, Western Balkans, Management tools.

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