THE IMPACT OF DIGITIZATION ON TOURISM SERVICES MARKETING STRATEGIES (A FIELD STUDY ON TOURISM COMPANIES IN NAJAF GOVERNORATE) Najihah Mohammed Taher

Аннотация

INTRODUCTION reference tool. Tourism services, provided by With the rapid development of information and companies, are now at the forefront of this digital communications technology, tourism institutions revolution, enhancing the level of their services. face crucial challenges, especially in light of (Zheng, 2023:11) globalization and global blocs. However, this also presents a world of possibilities. The use of Digitization means using electronic media such as digitization in various industries, including the the web, e-mail, and interactive television. tourism industry, has opened up new avenues for Therefore, the importance of social development and service improvement. It has communication has increased, as reliance is placed transformed social media into a virtual world, a on trained human cadres in this field, using main point of contact and an indispensable marketing strategies and existing tourism service https://www.theamericanjournals.com/index.php/tajssei 114 THE USA JOURNALS THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X) VOLUME 06 ISSUE06 offerings along with digital data about the tourism institutions within tourism activity. customer’s characteristics and behaviors, before Digitization first appeared in information managing innovative and creative tourism technology, which helped to understand customer companies. The focus was on its customers preferences and needs. Information constitutes an because they have a central role in the tourism integral part of the strategies of tourism and travel industry, as they are the ones who undertake companies when providing their various tourism organizational tasks and assemble their travel services to their current and prospective packages (Al-Sayed and Abdel-Rahim, 2021). customers. The effects of digitization on the tourism sector are 1- Definition of digitization: Digitization is the not just about simplifying processes or improving process of converting (text, image, and sound) into user experience. They are transformative. an encrypted form that can be read by a computer Digitization has the power to create new business and has already been released on different media. models, enhance global integration, and foster Therefore, it is considered a complex process that interaction between competitors in the tourism includes several processes that depend on each market. This is not just a technological shift, but a other. (Thomas & Other, 2019) paradigm shift in the way we think about and Digitization is also defined as every process operate in the tourism industry.(CHORNA, through which information is transformed from its 2023:136) traditional form into a digital form, whether it is The research problem emerged with the following images, text data, audio files, or other forms question: How does digitization impact tourism (Hisham, 2022, p. 11). services' marketing strategies? Therefore, digitization can be defined as all the Tourism companies in Najaf Governorate need to procedural processes that ensure the processing of improve their use of digitization when providing information and its transformation into digital their tourism services through their marketing forms, enabling various people to benefit from its strategies. Therefore, the importance of the outputs by using the scientific Internet and research was embodied in tourism companies computers and employing the electronic platforms adopting digitization through various technical designated for them. means. One of the most important goals of the 2- The importance of digitization: The importance study is the necessity of relying on digitization to of digitization is highlighted in defining databases, provide tourism services. For the clients of the user behaviors, customer preferences, and other researched companies, the research topics were things that help the parties in the relationship by covered: the first topic, digitization, and the second facilitating their work with speed and high topic, strategies for marketing tourism services, as accuracy. There is a close relationship between well as the most important conclusions and the digitization and the tourism industry. It is most critical recommendations. represented by the significant increase in booking Chapter One applications on websites and travel vloggers. Digitization Thanks to digitization, tourism companies have gained the ability to ensure the rational use of First, Definition and importance: We have entered natural resources through virtual reality or an era that requires attention to effective digital augmented reality applications. Thus, tourists can devices, as they are the basis for the success of https://www.theamericanjournals.com/index.php/tajssei 115 THE USA JOURNALS THE AMERICAN JOURNAL OF SOCIAL SCIENCE AND EDUCATION INNOVATIONS (ISSN- 2689-100X) VOLUME 06 ISSUE06 be directed to places that are less known but no influenced business management, especially less interesting to tourists.