Digital Transformation in Swiss Tourism Industry

This research article investigates the digital transformation process within the Swiss tourism sector. It aims to understand the perspectives and actions of tourism stakeholders as they navigate digital advancements. Data for this study was collected through semi-structured interviews with 15 practitioners from various segments of the tourism industry, including technology providers and destination management organizations. The analysis of these interviews reveals that stakeholders engage in digital transformation to enhance customer experiences, improve operational efficiency, and increase profitability. Additionally, the research identifies challenges such as data ownership, format diversity, and analysis that stakeholders face during this transformation. Despite these challenges, there is an optimistic outlook among practitioners regarding the future of digital transformation in the tourism sector. The findings emphasize the necessity of customer-centric decision-making and highlight the importance of technology as a tool to augment human interactions in delivering hospitality without losing the essential human touch.