Smart Tourism:Conceptsandinsights in Central Europe, Speciﬁcally in Slovakia

the (SA) on based examined is concept smart Moreover,the businesses. tourism in technologies state-of-the-art the of use the and sharing data of willingness tourists, European Central by used technologies information on focusing Smart competitiveness. stronger and environment changing fast a very to adapt to needs sector tourism Nowadays, Abstract DOI: 10.1515/cjot-2018–0002. Gajdošík, T. (2018).SmartTourism: ConceptsandInsightsfrom CentralEurope. ofTourism, CzechJournal 7(1),25-44. Matej BelUniversity, BanskáBystrica,Slovakia Department ofTourism andHospitality, FacultyofEconomics, e-mail: [email protected] Tomáš Gajdošík from CentralEurope Smart Tourism:ConceptsandInsights in Central Europe, specifically in Slovakia. The paper adopts an exploratory multiple case study methodology, study case multiple exploratory an adopts paper The Slovakia. in specifically Europe, Central in initiative tourism smart of development the analyse to and tourism smart of reviewfoundations to conceptual the is paper the of aim The conditions. market new the face to how way a promising becoming is and technologies JEL classification:L83,M15 information technologies,smartbusiness,destination,tourist Keywords overall competitivesustainability. to lead and destinations, and businesses of competitiveness and effectiveness enhance residents, of wellbeing technology,of help the with but goal, mate experience, tourist better bring should it cooperation, and innovation, tourism describes the current stage of tourism development influenced by the evolution of information of evolution the by influenced development tourism of stage current the describes tourism 6 framework in three tourism destinations. The paper concludes that smart tourism should not be the ulti- (25—44) (25—44) | | CZECH JOURNAL OF TOURISM 01/2018 TOURISM OF JOURNAL CZECH |

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ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt (Table 1). infrastructure physicaldigital connecting with objectsmoreabout tourism is net,smart Inter- the through stakeholders connecting and processes business connections, digital nesses (Zelenka, 2012). Therefore, it can be stated that while e-tourism is busi- more tourism about the of competitiveness and demand, costs, affects E-tourism 2003). (Buhalis, stakeholders their all with organisations tourism of relationships strategic the as well as chain, value entire the processes, business revolutionisesall e-tourismlevel, strategic applies and e-commerce includes ICTs for maximising the efficiency and effectiveness it of the tourism organisation. At the level, tactical the At industries. catering and ity, hospital- travel, tourism, the in chains value and processes all of digitisation comprises It 1999). Klein, & (Werthner structure market and processes economic and technical merce solutionsinthetravel andtourism sector, aswell astheanalysis oftherespective e-com- technologies/ information of application and implementation design, analysis, rience enrichment(Gretzel, Sigala,Xiang,&Koo, 2015). and business value propositions with a clear focus on efficiency, experiences sustainability, and on-site expe- into data that transform to technologies advanced of use the with combination in minds bodies/ human and sources, organizational government/ tions, connec- social physicalfrominfrastructure derived data aggregate/harness and collect intelligence are achieved. It is tourism supported by integrated efforts at a destination to governance dimensions of tourism are entering the digital playing field and new levels of a step in the evolution of information technologies in tourism in which the physical is and tourism smart out, (2011)points Gretzel As technologies. information of evolution the tourism sector. into penetrated also has phenomenon smart 2015),productthe Buhalis, Tussyadiah, & tourism(Xiang, of management and experience travel the of fabric the into knitted maier,2014; havetightly technologiesyearslast so these the been in and 2003) Buhalis, Fesen- & Sheldon, Benckendorff, (e.g., technologies information on dependent highly is tourism As 2017). (Aina, development sustainable ensuring while competitiveness, ances (Washburn et al., 2010). These technologies trigger innovation and leads to higher ternatives, as well as actions that will optimize business processes and business perform- al- about decisions intelligent moremake people help to analytics advanced and world hardware,networkand software totechnologiesprovide real-timeawareness realthe of the need for sustainability. It is mainly based on information technologies that integrate and technology information of rise the of a result as emerged has concept smart heating. The smart or fridges smart TVs, smart with homes smart in live buildings, smart construct smartphones, use People smart. becoming is everything Almost praxis. the in also sphere,but academic the in wordonly nota buzz become has word‘smart’ The Introduction 26

Smart tourism can be seen as a direct extension of e-tourism. E-tourism donates the donates E-tourism e-tourism. of extension a direct as seen be can tourism Smart bythe developmentinﬂuenced tourism of stage current the describes tourism Smart |

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Source: ownprocessingbasedonGretzel,Sigala,Xiang,&Koo(2015) ers (residents), tourism suppliers (tourism businesses), suppliers from other industries, other from suppliers businesses), (tourism suppliers tourism (residents), ers developed newa model consisting of touristic (tourists),consumers residential consum- businesses, and information exchange zones, centre. Gretzel,scenic Werthner,government, Koo,tourists, & Lamsfus system: (2015)tourism smart of elements five proposing concept this (2014)expanded Li & Zhang, Zhu, Later, concept. available of comment the and tourism smart of conditions development and origin the based of retrospect the tourism on smart of concept basic the proposed who (2012), Liu & Li, Zhang, by works (Moore, 1993). net- business and activities specific on based environment inclusive an in relationships strong develop that government) players,market (customers, species of type different by composed is ecosystem evolve.The to ecosystem the within interacts it vidually,but indi- works nothing that idea the on based is It tourism. smart con- of foundations the ceptual describe to how way comprehensive most the is ecosystem tourism A smart Smart tourismecosystem development tourism initiative ofsmart Europe, inCentral specifically inSlovakia. of the paper is to review the conceptual foundations of smart tourism and to analyse the Asia, not dealing much with the situation in other parts of the world. Therefore,and EuropeWestern the aim in practices best the on based analysed mainly been has tourism smart Moreover, rise. phenomenon this on conceptualization for need the and tions no, Kopera, & Koo (2015) point out, has as definitional become everything ques-smart, tourismfor as a strategicsmart priority tourism development. However, as Gretzel, Rei- embraced has Spain) in (e.g., policies national whole the as well as Seoul), and celona Bar- Amsterdam, (e.g., world the in destinationsMoreover, literature.several scientific Table 1 peedigital technology Core Sphere rvlpaedreaming, searching, post-trip Travel phase ielo nomto bigdata co-creation, co-decision,product information searching, booking Core activities Lifeblood h fis atmt o pl te csse cnet o mr tuim a proposed was tourism smart to concept ecosystem the apply to attempt first The the in attention increase an gained has tourism smart to e-tourism from shift The The shiftfrome-tourismtosmarttourism CRS, PMS) (websites, socialmedia,OTAs, GDS, andweb-basedtechnology Internet experiences -ors SmartTourism e-Tourism 5PNÈÝ(BKEPÝÓLt (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH digital andphysical computing sensors, mobiles,IoT, cloud personalization the tripphase) all phases(focusedmainlyonduring 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt Goo, Nam, & Yoo, & 2017). Nam, Goo, socia and websites generation latest Wi-Fi, through codes, QR NFC, sensors, reality, virtual and mented i can They components. technological two other these applicatio the all comprise systems service internet minimum a with data share and process, to collect, the allows Things of Internet The Internet. the of a use to ready and accessible be to data the allows (Zhan systems service internet end-user and Things, component technological three of advantage takes ism Buh (Neuhofer, levels personalisation and creation, by manner concrete a in experiences tourist to value speciﬁc are technologies’ 2017).‘Smart Fesenmaier, sm of emergence the pushed have technologies mobile the and reality, augmented and virtual comput use, spread cloud as such advancements Recent 2015). al., Ortiz-de-Urbina-Criado, & De-Pablos-Heredero, 2017). ‘Smart residents’ are constantly constantly are residents’ 2017). ‘Smart De-Pablos-Heredero, & Ortiz-de-Urbina-Criado, (Abella, society the on impact economic and social enhanced an to leading services ter bet- provide should technologies information view, of point residents the 2018).From Ivars-Baidal, & Neuhofer,(Femenia-Serra, experience his/her co-creates thus and ers, stakehold- other with dynamically interacts technologies, smart uses innovations, and 2014).Rodríguez, &Hernández-Martín, Itisthetourist whois opento sharingthe data gagement, s/he himself becomes a co-creator and co-promoter of the destination (Gahr, the destination s/he visits, wants to interact with the destination and due to his/her en- of responsibility and sustainability the in interested is who tourist, informed well exigent and an as described therefore be can tourist’ ‘Smart 2018). Ivars-Baidal, & Ribes, in smart are havetoa supper-connectedPerles- (Femenia-Serra,want experience they tourists that sense the that anticipate concept tourism Smart 2015). Amaranggana, & (Buhalis trip the after feedback descent providingthe by experience relivethe to ment engage- the prolong and trip, the during destinations the exploring in tourists assist to real-timetoinformation access enhance phase, planning the in services its and tination should enhance experience by giving all the related real-time information about the des- betterresidents.Fromof lifeview, touristof quality the point technologiesinformation Fesenmaier,comprehensivetourist& of experience(Xiang understanding 2017) byand destination (space governed by DMO, government).tourism (4) and industries), other from businesses businesses, (tourism businesses (3) residents), (tourists, consumers (2) by used technologies digital (1) elements: four on based mainly is tourism smart concepts, these summarize Toecosystem. business ism Perfettotour-Vargas-Sánchez & (2018)heritage industrial a three-leveltosmart leading by proposed was attempt recent all most The destination). (tourism a space technologies, in embedded digital organizations, management destination media, government, 28

The consumer levelconsumer The Smart tourism is a phenomenon ﬁrmly grounded in in grounded ﬁrmly phenomenon a is tourism Smart |

CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH Smart Tourism: Concepts and Insights from Central E is focused on providing intelligent support based on real-time and real-time on based support providingintelligent on focused is 01 /2018

(25—44) connection of everyday objects, and and objects, everyday of connection ur ope nytime and anywhere with the use use the with anywhere and nytime n and hardware that enable to use use to enable that hardware and n human intervention. The end-user end-user The intervention. human iBeacons, ubiquitous connectivity connectivity ubiquitous iBeacons, products and services which add add which services and products alis, & Ladkin, 2012). Smart tour- Smart 2012). Ladkin, & alis, full adoption of social media and and media social of adoption full g et al., 2012). Cloud computing computing Cloud 2012). al., et g l networks, or chatbots (Huang, (Huang, chatbots or networks, l fostering higher interaction, co- interaction, higher fostering s: cloud computing, Internet of of Internet computing, cloud s: nclude destination apps, aug- apps, destination nclude technology n, esr, n GS wide- GPS and sensors, ing, rns i tuim Xag & (Xiang tourism in artness (Gretzel, Reino, et Reino, (Gretzel,

in the city (Hedlund,2012).in thecity creativeempowered,sufficiently connected,and savvy,technology activelyinvolvedand sensor, ofcontent sensorinsocialmedia)order to provide insights. valuable rooms, restaurant, and lobby) and external sensors (temperature and light sensor, traffic systems should be used together with real time big data from internal sensors (e.g., hotel fromthese data transactional The customersystemsrelationship(eCRM). management ment systems (PMS), manage- point of sale systems (POS), property sales and marketing as systems (S&M), such or systems application numerous operate businesses Tourism 2018).Leung, & (Buhalis competitiveness business the strengthen and ecosystem, ness busi- systems,the improve of value interlink of profitability and collectiveefficiency the from big data and apply interconnected and interoperable systems. This will support the historicaldata and real time exchangeobtain cloud, fromthe data and applications nal exter-and internal integrate fully to able is business’ ‘Smart sharing. bydata supported environment external from data the as well as competitiveness, and profitability, ing, market- support to businesses the within technologies state-of-the-art and data internal source sharing among businesses (Xiang & Fesenmaier, 2017). It the incorporates use of with and integration into his or her surroundings, visitor’s interaction increases the the quality of facilitates the areas, experience tourist of development sustainable the antees technology, guar-state-of-the-art which the of infrastructure an on built destination ism (Neuhofer et al., 2012). ‘Smart tourism destination’ can be defined as an innovative tour- stakeholders tourism all for value adding and product tourism co-creating of need the informed, and engaged tourist is dynamically interacting with the destination leading to betterconnected, the since crucial been a tourismhas destinationin concept smart the 2017).Perles-Ivars,Implementing & Mazón, Celdrán-Bernabeu, (Ivars-Baidal, tinations tion in the urban environment, the smart approach has been applied also to tourism des- a better quality of life for residents (Caragliu, Del Bo, & Nijkamp, 2011). Since the incep- gy, and innovation, to trying reach efficient management, sustainable development, and Krogstie,2017). technolo- information, manage knowledgearethat centres cities Smart sustainably, and efficiently in order to safely,improveresources economic available and controlsocietal outcomes to (Bibri & city the enables domains, and systems urban ous vari- with connection in which, technologies, information advanced of use massive and al., 2007). A smart city can be defined as city a that is supported by pervasive a presence porated in mobility, living, people, governance, economy, and environment (Giffinger et smart city,tourism derivedincor-destination of is is fromsmart where conceptof the smartness idea The 2019). Gajdošík, 2015; Amaranggana, & (Buhalis making decision fromdifferentreal-time and allowssources, sharing data and integratedynamic nation, requires intelligent information system that interconnects all the stakeholders in desti-a and adapt fastvery to changing environment. sharing The in data tourisma destination tive helps DMOs, local government, and tourism businesses to make real time decisions Inversini,& tourisminitia- 2016).Buhalis, (Boes, smart the availabledata, the on Based tiveness and enhancing quality of life of all stakeholders, including residents and tourists The business levelbusiness The The destination leveldestination The is built on the access to shared data fostering cooperation and re- and cooperation fostering data shared to access the on built is accompanies these previous two levels by increasing the competi-the increasingbylevelstwoprevious these accompanies 5PNÈÝ(BKEPÝÓLt (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt ‘soft ‘soft smartness’ is fostered by open innovation, supported by investments in human and also needed. Therefore, the right decisions can be made based on gained. the This data is aspectmation technologies of smartness while the soft is defined as ‘hard smartness’, innovation within destination stakeholders. Boes et al. (2016) claim that the use of infor- to create tourism. to smart It is stressalso important to the ability share knowledge and sufficient not but condition, necessary a is technology that affirmed be can it nologies, Figure 1 (SA)the destinations, tourism smart of analysis the For2012). Hedlund, 2015; gana, regulatedata, public privacy and (Buhalis private support data & partnership Amarang- open support to is government local of role The tourism. in leader innovation as well excellence,as of centre the be 2012).should (Hedlund, It experience a tourismcreates provision,proactiveness,processes, precisemarketco-and business it service targeting, core of digitalisation By real-time. in them access to users for accessible easily it makes hubs that coordinatestion, DMO should function as smart all relevant information and at the destination, and improves residents’ quality of life (Avila, 2015). In a smart destina- Source: ownprocessing concept. (Figure 1). It expresses the elements and their relationships based on tourismthe smart available packages. activities,andsmart ancillary, smart amenities, smart accessibility, smart smart attractions, destination consistsconcept.smart It of smart the the analysis of tourism destinations, later adapted by Tran, & Huertas, Moreno (2017) to framework is worth using. This framework is based on Buhalis’ (2000) 6A framework for 30

Despite the fact that is smartness viewed mainly as focusing on new information tech- Based on the above mentioned literature, the smart torurism ecosystem is designed is ecosystem torurism smart the literature, mentioned above the on Based |

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of Slovakia. Nationalthe Touristof data secondary the on based System Informationexamined was level national the at initiative smart Košice.The and Bystrica, Banská Nitra, - stinations Slovakde- selectedthree in initiativesdestination smart examine to used was data dary secon- The technologies. information modern of use the discover to questioned were 111among a survey Moreover, performed. Slovakia in was tourismbusinesses hotels75 are presentedsalary inTable 2. account the age of the respondents. The frequencies of respondents’ age, education and into taking representative, was sample research The Slovakia. from respondents 5,975 naire was distributed using CAPI and CAWI methods. The research sample consisted of Likert scale (0 – never, 1 – seldom, 2 – sometimes, 3 – often, 4 – regularly). The question- from tourists Central Europe. The frequency of of use of behaviour information technologies was buying measured on the of identification the at aimed questionnaire tured intheNational Touristis incorporated System ofSlovakia. In the selected smart cities, the smart tourism concept was studied and the national level technologiessharing and the in use Slovakof the data state-of-the-art hotels is analysed. from Central Europe are ‘smart’. Then the tourism businesses are examined in terms of tourists if out find to examined is journey tourist the during technologies information of rolefollows: firstly,the as structured are studies2010). case Wiebe, The & Durepos, (Mills, issue or phenomenon the of explanationsmoreextensive and vides descriptions methods. This research methodology is more powerful than single-case designs as it pro- collection data multiple using are examined cases bounded severalinstrumental, which (Vecchio, in methodology researcha behaviour is design 2017).case Secundo, multiple and & The Ndou, Mele, events contemporary monitor to studies case uses odology tourism anddealswiththeproblemsview onsmart ofitsdevelopment. countries (European Commission, 2018). Therefore, presentsthis article an undistorted EuropeanUnionaveragethe levelthe of at is technology digital of integration and ices Slovakia. Slovakia was chosen as referencea in country, where the specifically use of the Internet Europe,serv- Central in initiative tourism smart of development the analyse to and tourism smart of foundations conceptual the reviewto is paper this of aim The Methodology stakeholders leadingto competitive sustainable advantages. all for prosperity environmental and economic, social, enhance competitivenessto tive governancetoorderdevelop collec- in the by participatory sustained and capital, social In order to find out attitudes of destination stakeholders towards the data sharing, data the towards stakeholders destination of attitudes out find to order In The was source data. struc- a data The and paper of secondary used primary primary The paper adopts an exploratory multiple case study methodology. This kind of meth- 5PNÈÝ(BKEPÝÓLt (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt has beenrisingsteadily Europe. inCentral Trivago)search(e.g., meta engines and economy AirBnB) sharing (e.g., of platforms ce on destinations’ web, and review sites (e.g., TripAdvisor). In the last years, the significan- are also searching for information on social networks (e.g., Facebook), in travel agencies, Moreover,Expedia). touristse.g., (OTA, agencies travel online and booking.com), e.g., (IDS, systems distribution internet website, hotel marketing, word-of-mouth Google), journey, European conducted was amongtheCentral touristssurvey a (Figure 2). bydifferentused the media using touristsof of forms significance their the during find to order In destination. the in stay the during activities and booking, searching, – tant impor- are stages main three technologies, information of terms In recommendation). and has several stages (e.g., dreaming, planning, booking, visiting, post visit recollection, also influence the buying behaviour of tourists. This behaviour theyis known as tourista journey Therefore, life. everyday to integrated been have technologies Information Smart tourists knowledge andto make tourism destinations smarter. and information share to order in stakeholders all interconnect and visitors to services personal real-timeprovide to is challenge The needs. stakeholders’ all of fulfilment ter bet- to leading processes, new adopt to managers tourism force tourists’ of behaviour buying the in change the as well as technologies, information new of emergence The Results Source: ownprocessing Table 2 32 –4611.6 rmr 011%05911 16.99% 1015 0–599 1.17% 70 primary 10.56% 631 0–24 53 382.9 eodr 894.8 0–2028 49.96% 2985 600–1200 48.18% 2879 secondary 21.89% 1308 25–34 54 522.8 etay–Bceo 4 07%10–9913 24.08% 1439 1300–1999 10.76% 643 tertiary–Bachelor 26.48% 1582 35–44 55 111.0 etay–Mse 3039.00% 2330 tertiary–Master 19.60% 1171 45–54 ∑57 0.0 95100% ∑57 100.00% 5975 ∑ 0.13% 100.00% 5975 8 0.75% 45 ∑ 100.00% other 7.51% 5975 tertiary–PhD. 449 13.96% ∑ 834 65 + 55–64

During the searching and booking phase, the most signiﬁcant are search engines (e.g., |

CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH Range Frequencies ofrespondents’age,education,andsalary

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Frequency ur ope Percent 00 568.97% 536 2000+

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linked with information technologies, which enable them to create, collect, and exchange innovationprocess.Tourismthe in dynamically possible be as should much business as participate to them enable to thus and way efficient an in stakeholders all to cessible ac- information and knowledgemake to important is it perspective, business the From Smart tourismbusinesses to focustunity tourism initiative onthesmart area. inthisgeographical was high among the EuropeanCentral tourists. Therefore, this fact indicates the oppor- to beusedby watchesorglasses)started technology-awaresmart tourists. (e.g., wearables shrinking, technology of a result As destination.a in services for count use smart destination cards, which integrate free services (e.g., transport) or provide dis- while the mobile apps integrate all the above Touristsservices, mentioned services. also on information important provide websites destinations’ and Hotels’ destination. the Source: ownprocessing Figure 2 It was proved that the willingness to use information technologies during the journey within directions find to maps digital use tourists destination, the in stay the During Significance ofdifferenttypesmediaduringthetouristjourney 5PNÈÝ(BKEPÝÓLt (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt want towant take risk ofﬁnancialloses. not do and leakages havefearof 23% the almost and data of sharing the in conﬁdence forrespondents of 40% havesomeone’s data the ownmisusing of of lack the purposes. Figure 3 of adestination into thebookingsystem. to the reduction of communication costs and 13% for see the opportunity the inclusion lead will data of sharing the that awareare businesses of 27% decisions. strategic their foropportunity knowledge sharing as the shared includes data valuable information for for a better opportunity the exchange data of sharing information.of the They see also asked to express theiropinionsonpositive andnegative aspects ofsharingdata. facilities, tour operators, organizers of events, and spa facilities. These stakeholders werehospitality and accommodation include stakeholders These stakeholders. 111tourism andsharelaborate theirdata. col- businesses make to is thing important most the Therefore, information. time real Source: ownprocessing 34

The negative answers (Figure 4) indicate that almost 50% of stakeholders have the fear the in see businesses of 60% than more 3), (Figure view of point positive the From among performed was a survey sharing, data of willingness the out ﬁnd to order In |

CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH The positiveaspectsofsharingdataamongtourismbusinesses knowledge sharing Smart Tourism: Concepts and Insights from Central E 01 /2018

(25—44) communication costs communication inclusion booking in 10% 20% 30% 40% 50% 60% 70% reduction of 0% system ur ope better better o exchange information f

services, it is important to cooperate, rather thancompete. to rather cooperate, itisimportant services, and experience bettera with them provide and tourists more attract to order in that petition in tourism destinations. Many tourism businesses in Slovakia do not understand Source: ownprocessing Figure 5 Source: ownprocessing Figure 4 social network content sensor content social network The negative aspects of sharing data are connected with the low understating of coo- of lowthe understating arewith connected data sharing negativeof aspectsThe modern PMS (up to 5 years) 5 to (up PMS modern sensors in hotel facilitieshotel sensors in Theuseofthestate-of-the-arttechnologiesinSlovakhotels The negativeaspectsofsharingdataamongtourismbusinesses risk of financial looses responsive design responsive YouTube channelYouTube tablets for guests Wifi for guests for Wifi mobile app cloud PMS Facebook Google+ eCRM %2%4%6%8%100% 80% 60% 40% 20% 0% 5PNÈÝ(BKEPÝÓLt lack of confidence fear of leakages of fear 10% 20% 30% 40% 50% 0% (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH fear ofmissusingthe data 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt Figure 6 cities European all of average (Figure 6). The shorcomings can be the seen mainly in economy’‘smart and people’. ‘smart below are destinations selected the that stated be can it cities, medium-sized European other with benchmarking the However,on based because severaltourism smart initiatives are being implemeted nowadays in these cities. researchsample a as wereKošice)chosen and Bystrica, Banská (Nitra, destinations ism petitive position and lead to better satisfation of tourist’s needs. The selected three tour- com- strenghtenits can destianation a in concept tourism smart the of application The Smart tourismdestinations for conception. thesmart a baseline as technologies sensor the integrating not media, social and Wi-Fi to limited in unwillingness of sharing Moreover,data. the use of the technologies state-of-the-art is kia are very slowly adopting the smart conception. The cooperation is very low, resulting monitoring ofsocialnetworks. hotels uses sensors in their own facilities or social network content sensors for real-time questioned the of none and computing, cloud eCRM, uses hotels the of share a small cial medium. 36% of the hotels have modern PMS, not older than 5 years. However, only hotels offer free Wi-Fi for their guests and more than 85% of them use Facebook as a so- among75hotels technologies, a survey conducted was (Figurestate-of-the-art 5).Allofthequestioned the of use the of terms In operation. business the within technologies Source: www.smart-cities.eu 36

The analysis of smart tourism businesses reveals that the tourism businesses in Slova-in revealstourismbusinesses tourismbusinesses the that smart of analysis The information of use the analyse to important also is it perspective, business the From |

CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH The smartcityindexoftheexamineddestinations Smart Tourism: Concepts and Insights from Central E 01 /2018

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nities, smart ancillary, smart activities, and smart available (Tran packages activities, andsmart ancillary, smart nities, smart et al.,2017). Source: ownprocessing in aaeet raiain s ulcpiae atesi iiitv. Destinations initiative. partnership a public-private as organization management tion oevr te poie re nent ces n ot f h pbi sae. Following spaces. public the the of most in attractions. access their Internet about free provide tourists they inform Moreover, to kiosk info have destinations These work. Table 3 mework of (SA) improvements willtake placesooninthesecities. ropean Commision as the cities should become the development poles. Therefore some Eu- the by supported being is initiative city smart the However,that noted be should it attractions Smart accessibility Smart amenities Smart ancillary Smart activities Smart packages available Smart All the examined destinations have done some steps in all of the 6 areas of the frame- fra- the on based examined is conception smart view,the of point tourism the From Tourism support actTourism support Smart initiativesintheexaminedtourismdestinations,based onthe(SA) audio guide(synagogue) info kiosk bike sharing of transportsituation real timemonitoring centre inthecity free Wi-Fi system energy management Nitra Tourist Board smart cityinitiative collaborative way in aparticipatoryand management ofactivities tourist mobileapp smart touristcard 6 (Table 3), consisting of smart attractions, smart accessibility, smart ame- (2010), all the examined destinations have established a destina-a established havedestinations examined (2010),the all ir asáBsiaKošice BanskáBystica Nitra 5PNÈÝ(BKEPÝÓLt iBeacons monitoring sensors forcrowd info kiosk 2 digitalbusstops areas inthepublic free Wi-Fi the citycentre connectionin 4G internet engine CRS–destination booking Board Central SlovakiaTourist independent culture) (Garden –centre of smart communities smart cityinitiative collaborative way in aparticipatoryand management ofactivities use ofDMS leisure source quick accesstothird party tourist mobileapp (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH botanic garden app info kiosk Display parking systemParkand public transport real timemonitoringof areas andbusstops inthepublic free Wi-Fi Košice Tourist Board culture focused onhistoryand smart communities smart cityinitiative collaborative way in aparticipatoryand management ofactivities leisure source quick accesstothird party initiative Invisiblehotel tourist mobileapp 6 framework 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt Figure 7 38

CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH Dashboards fromtheNationalTouristInformationSystemonSlovakia Smart Tourism: Concepts and Insights from Central E 01 /2018

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comprehensive dashboards (Figure 7)for decisions. smart provideand data big gathers system The ownpart. responsibleforaretheir who users, tems (such as booking.com). The content management system can be accessed by several guide and hotel assistant with the ability to provi the web portal and provide navigation to points of transport, accommodation, events, skipasses). The m the cards will be used whenever and wherever the co collection of loyalty points, and providing other b into the bank cards by cooperation with MasterCard. valuabletouristbigondata behaviour. Thenationa togeth(accommodation,tickets),whichservices ing for a fulltrip. needs s/he everything has tourist the Therefore,card. tourist and app, mobile travel), ists and is being introduced now. It consists of tourista web-based(www.slovakia. portal level. The National Tourist System has been developed as complexa set of tools for tour- is doneonanationalscale. initiativeHowever, Barcelona).major Amsterdam, the (e.g., destinations city European other to comparing limited very still is Slovakia in destinations tourism in conception smart the of application the that stated be can Nevertheless,touristit websites. ofﬁcial haveand communities local leisure quicka source toaccess thirdthroughthe party the support to try Košice and Bystrica Banská tourists. their for apps mobile provide also Source: InteralmaterialofMVI,Inc.(2018) The system has a comprehensive administration system and interfaces with othersys- with comprehensivea system has The systeminterfaces and administration The web-based portal has been augmented by trip pla tourismThe smart destination initiative in Slovakia is more at supported the national 5PNÈÝ(BKEPÝÓLt (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E de feedback to purchased services. eneﬁts. Thanks to the Token technology, interests. It can be also used as a virtual l touristl cardshould implementedbe obile app extends the functionality of ntactless technology is available (e.g., | | er with searching functions providefunctionssearching with er The card will be used for payments, CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH nner with the possibility of book- 01 /2018 ur ope

ARTICLES ARTICLES 5PNÈÝ(BKEPÝÓLt ism businesses, which include fear of risk, lack of time, and money and unwillingness to risk of financial loses. These arguments are supported by the innovation barriers of tour- data is reduced by the fear of misusing the data, lack of confidence, fear of leakages, and of tourism business, tourism stakeholders lag behind other stakeholders. The sharing of size small and industry tourism of nature fragmented the tocompetitiveness, due their ofinformation technologies duringthetravelacceptance journey. the on done be should research more Therefore,life. everyday and travel during gies technolo- information of use the on based tourists distinguishing travellers high-touch is related with the Benckendorff, Moscardo, & Murphy (2005) research on high-tech and many tourists the vacation is a time to ‘unplug’ and they use tourism for digital detox. It for Nevertheless, data. sharing while security and privacy of problem the also is There 2018). Scaglione, & (Baggio data Big of source reliablea is which geographical (VGI), volunteeredinformation using by solved partially be can problem The limited. very based on the research of Femenia-Serra, Perles-Ribes, et al. (2018), the interaction is still extent.However,ato large journey their during technologies information touristsused want to interact with stakeholders in a dynamic and open way. As our research revealed, tion technologies for in multiple contextevery purposes, and all the time, and that they smart context. Smart tourism has uncritically assumed that tourists want to use informa- the in given be may which uses, specific the of perceptiontourists’ the from examined exchangeopen data 2019). anddecisionmaking(Gajdošík, fora platform offering and data collected all of processingreal-time touristattractions, of visitation and timetable, movement,behaviour, on information useful of provision the in is destinations tourism smart the for system information intelligent an such of interconnect destination stakeholders (Buhalis & Amaranggana, 2015). The added value dynamically will which and instantly exchanged be could activities tourism to relating information which foron a need platforma technological also of conceptualisationa is planning (e.g., IMB Watson Advertising) or for (e.g., conciergeIMB Ivy). services There for vacation industry tourism the in used be to started is intelligence artificial days,the hidden patterns. The use of text mining and sentiment analysis is also welcomed. Nowa- discover and explore to data input unlabelled using learning unsupervised or amples, ex- new classifying for algorithm an develop to data training uses learning supervised where learning, machine also is method Auseful data. new big discoveringin patterns on and knowledge focusing mining data include may techniques These used. be to algorithms and techniques new requires data Big created. is data big technologies, of create needs, tourists’ personalized products, and thus to be understand more efficient and competitive. better Thanks to the knowledge,use share to DMOs and tourismbusinesses enable tourists, for value create technologies Smart destinations). smart and businesses, smart consumers, smart technologies, (smart elements main four of tiation tourismThe conceptualization by ofsmart tourism ecosystem smart ledto thedifferen- Discussion 40

Although businesses also want to become smart to be more effective and support support and effective more be to smart become to want also businesses Although Moreover,(2018)etFemenia-Serraal. as enough been not has emphasise,technology |

CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH Smart Tourism: Concepts and Insights from Central E 01 /2018

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(Figure 8). petitiveness of businesses and destinations, and lead to overall competitive sustainability bring a better tourist experience, wellbeing of residence, enhance effectivenessshould it and com- cooperation, and innovation,technology, of help the with but goal, ultimate tourism Europe inCentral ment ofsmart from thedemandside. technologies among tourists is very high, indicating the opportunity to push the develop- havedestinations tojust started use features.some smart and On the other hand, the use of information businesses tourism where Slovakia, of case the also is It in period. occur this will tourism smart of development true the years), (2–5 term short in place take will technologies emerging of impact maximum the although emphasise,(2017) tion of competitive advantage. As Ivars-Baidal, Mazón, Celdrán-Bernabeu, & Perles-Ivars crea- the to lead and destination tourism of potential the enhance can DMOs innovation oriented the by led stakeholders informed with together technologies information of combination The environment. tourism smart a form to creation value and ration, collabo- exchange, knowledge in involved be should stakeholders tourism All product. competitive more create to and data collect to organizations management destination and businesses tourism to challenges new provides and products personalized viding pro-by visitors of expectations the fulﬁlling betterto leads concept tourism smart The Conclusion concept. smart the forward pushing slowly is System, TouristInformation National the on based tive, knowledge sharing, cooperation, and leadership. On the other hand, the national initia- on as well as interconnectivity, their and technologies information of implementation the on more focus should managers destination Slovak the concept, smart the of tage advan- full Tothe destinations’. take ‘smart as claimed be to them for enough not however,is it tourism, on focusing initiatives smart some implemented have Slovak destinations The destinations. tourism smart for standards the developing is technologies, together and approach smart Segittur,with the state-ownedthe company innovationtourismof forand management the adopted has policy tourism national the Spain, in Moreover,tourism. smart of capital European the by destinations smart the supports focused on building technological infrastructure. In Europe, the European Commission agenda tourism smart the drive KoreaGovernmentsSouth forward. and China in are to heavily initiatives,funding mostly efforts been have there Asia, in Especially tions. destina- in concept smart the implement to pressure even cases, some in and support the world. As claimed by Gretzel, Sigala, et al. (2015), there is an incredible institutional ism destinations, technologies. aswell astheinsufﬁcientuseofstate-of-the-art resultingcoopetition the fromtour- in notdata understanding sharing in shortcomings the reveals businesses tourism Slovak of (Gajdošíková,2017).study cooperate case The The conceptualisation tourismof smart revealed tourismthat smart should not be an The smart destination concept has been transforming mainly city destinations all over 5PNÈÝ(BKEPÝÓLt (25—44) (25—44) Smart Tourism: Concepts and Insights from Central E | | CZECH JOURNAL OF TOURISM TOURISM OF JOURNAL CZECH 01 /2018 ur ope

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