Skills development as an Indicator of the Serbian tourism digitalization progress

Abstract

In the tourism and hospitality sector, digital skills become one of the critical factors as they enable organizations and professionals to effectively utilize and adapt to the latest technological developments, improving the overall travel experience and/or operational efficiency of service providers. Based on the previous, this paper aims to evaluate the digital skills of supply-side stakeholders in Serbia's tourism and hospitality sector and to determine the main factors that influence their level of proficiency. By analyzing primary data from 418 respondents, the findings indicate a notable gap in advanced digital skills, which is particularly emphasized among administrative officers, primarily tourist inspectors. Additionally, multinomial logistic regression shows that the education and employment sector (catering, tourism agencies, tourism guides, tourism organizations, tourism inspectors and administrative officers) are factors associated with the level of digital skills. The results allow stakeholders to review the possibilities for improving skills, especially in the public sector, to address current skills gaps and prepare the workforce for future technological developments to ensure the sector's resilience and competitiveness in the global market.

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