DIGITALIZATION IN THE TOURISM INDUSTRY: IMPACTS ON EMPLOYMENT, JOB SATISFACTION, AND CAREER DEVELOPMENT
Abstract
Digitalization has significantly transformed the global tourism industry, reshaping workplace structures, job roles, and employee responsibilities. This study examines the impact of digitalization on employees in the Serbian tourism sector, focusing on changes in workplace tasks, challenges and benefits of digital tools, job satisfaction and stress levels, and concerns regarding job security and career development. Using a qualitative research approach, semi-structured interviews were conducted with tourism employees across various sectors, including hotels, travel agencies, airlines, and hospitality services. Findings reveal that while digitalization enhances operational efficiency and reduces administrative burdens, it also introduces new challenges such as increased workload, digital fatigue, and job displacement risks. Automation and AI-driven tools have streamlined processes but reduced personal customer interactions, raising concerns about the loss of human-centered service. Employees expressed mixed feelings about digitalization, with mid-level and senior professionals viewing it as an opportunity for career growth, while entry-level workers feared job redundancy. The study underscores the need for structured digital training, adaptive workforce strategies, and balanced technological integration to support employees during the digital transition. These findings provide valuable insights for businesses and policymakers seeking to optimize digital transformation while ensuring workforce sustainability in the tourism industry.
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