DIGITALIZATION OF SERVICES: THE IMPACT ON TOURISM SECTOR IN ALBANIA

At a time when technological innovations and artificial intelligence have spread in every field of life and are facilitating the provision of many services, tourism has also become subject of these developments. However, the digitalization of the tourist services sector in Albania is low and there are a number of problems, which have been identified in the National Strategy for the Sustainable Development of Tourism 2019-2023, drawn up by the Ministry of Tourism and Environment of the Republic of Albania. The purpose of this study is to assess the degree of spread and impact of digitalization of services in the public and private spheres of tourism, and more specifically in travel agencies and tour operators in Albania. The main instrument used to collect quantitative data was a questionnaire designed with Google Forms, which was distributed to travel agencies and tour operators and was completed in person with representatives of these businesses. After the research work, it was concluded that facing foreign competitors, already digitalized, while Albania gradually enters a global tourist market, could bring out of operation most of the tour operators and travel agencies, bringing a collapse in the way this sector has traditionally developed. Recommendations for better management of the current situation would include the engagement of policy makers in information campaigns with businesses, regarding the advantages of digitalization in competition, productivity and sustainable development.