Digital Transformation in the Tourism Industry: Insights on Practices, Opportunities, and Future Thoughts of Danish Tourism Stakeholders

In this chapter, the authors address how Danish public tourism agents such as museums and destination agencies decide on the use of, embrace, and adopt digital technology. Based on interviews with four organizations in a peripheral region, they demonstrate the challenges and opportunities faced by SMEs in the Danish tourism industry. Building on current theory, they suggest that the SMEs could benefit in areas such as communication, customer management, and improved data quality for business development to adapt to market demands and shape their future. However, SMEs in general, and the tourism industry in particular, lack the knowledge, resources, and incentives to engage in fundamental digital transformation processes. Based on interviews, the authors end the chapter by providing suggestions for where to start digital transformation and how to tackle challenges in the process.