DIGITAL TOURISM INNOVATIONS IN BOSNIA AND HERZEGOVINA

Abstract

A tourist in today's conditions can virtually tour destinations with the touch of a finger, communicate with
remote islands on the way to the office, and plan customized adventures through simple online platforms made
possible by digitalization. Today, the Internet is one of the most effective tools for communication, information and
promotion of innovative solutions both in the sphere of tourism and in other activities. This promotional channel is
designed to inform potential visitors about the offered tourist products, sharing with them the most attractive and
innovative attributes. As such, it is usually integrated with distribution and involves communication activities,
including advertising. A large percentage of new tourists plan and organize their own trips, thanks to the wide
availability of information via the Internet. Through Internet marketing, a company can create awareness of its
tourism products, increase its market base through Internet discussions, groups and blog comments, and improve its
tourism brand. All this, of course, with the help of digital (new) tools. In addition, Internet marketing serves as a
relatively cheap platform for a company to conduct its marketing activities because it is available to anyone who has
access to the Internet. New technology is growing very fast, and digital business is already playing an important role
in many developed countries. In the last few years, the development of new technology has allowed people to
interact with each other in a virtual environment and completely changed the use of web services. Thanks to social
media platforms, and current innovations in hotel complexes through smart bathrooms, contactless payment (self in,
self out application) etc. tourists are increasingly connected, removing the geographical barrier that primarily
divided individuals, and are much more knowledgeable about world events than they were a few dozen years ago.
The future of successful business will be the application of new digital tools and various innovations that are
increasingly present in the world, and companies should test various strategies and use of innovations, note which
are the most effective and focus on them. By doing so, businesses will create loyalty and convey their commitment
to customers. The research that was carried out on the territory of Bosnia and Herzegovina explains in more detail
the application of digital tools and innovations in tourism and hotel industry, and to what extent tourists in Bosnia
and Herzegovina are ready to apply them on tourist trips. It is inevitable that digitization will be increasingly
included in all spheres of life, and therefore also in the tourism and hotel industry.