Banca de DEFESA: THYAGO VELOZO DE ALBUQUERQUE

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : THYAGO VELOZO DE ALBUQUERQUE
DATE: 21/03/2025
TIME: 14:00
LOCAL: meet.google.com/vfv-xkba-cja
TITLE:

Digital Maturity of Tourism Businesses: proposition of a model for measuring digital transformation in tourism, based on the accommodation sector

KEY WORDS:

digital maturity, digital transformation, digital maturity model.

PAGES: 177
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Recent technological advances have precipitated profound social transformations, impacting various behavioral aspects of our lives. These social transformations are inextricably linked to the technological transformations adopted by society. The advent of Information and Communication Technology (ICT) has precipitated a profound 'reshaping' of market conditions, operational and strategic management, and all aspects of the hospitality and tourism sector. In this context, numerous academic researchers and management consulting firms have developed research and models that facilitate the identification of the stage of development and adoption of technological tools and instruments in business processes. These models enable the measurement of the level of digital transformation an organization has reached. Despite the existence of numerous research initiatives that address the digital maturity of companies across various economic sectors, there is a conspicuous absence of models within the academic domain that are specifically tailored to address the nuances and idiosyncrasies of tourism activity. Despite the growing importance of understanding the current state and growth of digital transformation in tourism businesses, hotels, and tourism, academic literature in this field remains limited and in its infancy. Consequently, given the significance and influence of the transformation of ICTs for tourism and the absence of scientific research on the digital maturity of tourism businesses, the following question is posited: what means may digital transformation in tourism businesses of accommodations be measured? The present doctoral thesis has thus been developed to formulate a model for the measurement of digital maturity for tourism businesses, with a particular focus on the accommodation sector. To this end, it employs the theoretical framework of Smart Tourism, Smart Business, Digital Transformation, and Digital Maturity, acknowledging that the development of such models has historically been associated with the increasing presence of technology in business environments. The present research is founded on the precepts of the positivist epistemological current, employing a deductive approach supported by qualitative methods of an exploratory-descriptive nature. These methods include systematic literature review, Grounded Theory, and the Delphi Method, alongside analyses and contributions from expert opinions, with a cross-sectional temporal cut. The Digital Maturity Model for Tourism Businesses (DMMTur) is thus proposed as a multidimensional model, structured in three dimensions and twelve subdimensions. The dimensions are as follows: 1. Digital-oriented management; 2. Processes and Technologies; and 3. Marketing and Customers. The dimensions of the model have been designed to assess the level of digitalization and digital transformation of tourism businesses and to consider aspects related to business management issues. These include the use of technological solutions and management systems to optimize business operational processes, as well as to improve the guest experience and adopt new technologies and organizational initiatives related to the use of digital systems and tools to optimize activities in the areas of marketing and customer relations. The model's design is intended to address both an academic and a market gap, as there are currently no solutions that consider the specificities of the tourism sector. The model also proposes a Digital Maturity Index (DMItur) scale, the purpose of which is to indicate the stage of digital transformation in the organization. This index is intended to serve as an assessment of the degree of implementation and existence in the company of each sub-dimension of the model, and consequently of each dimension. Consequently, the MMDTur model will facilitate the identification of the company's digital maturity level, designated as the IMDtur, which is categorized into five levels: Level I – Digital Embryonic, Level II – Digital Beginner, Level III – Digital Apprentice, Level IV – Digital Expert and Level V – Digital Leader. This assessment will assist companies in identifying their current digital maturity level and the elements and strategies they need to develop to progress from one stage to the next and attain a higher level of digitalization and digital transformation.

COMMITTEE MEMBERS:
Externo à Instituição - JOSEP ANTONI IVARS-BAIDAL - Alicante
Externo à Instituição - ALEXANDRE AUGUSTO BIZ - UFSC
Externo à Instituição - ANDRÉ LUIZ VIEIRA SOARES
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS - IFRN