ICT READINESS AS A FACTOR OF  COMPETITIVENESS OF SERBIAN TOURISM

Aleksandra Bradić-Martinović; Branislav Miletić

Aleksandra Bradić-Martinović Institute of Economic Sciences, Belgrade
Branislav Miletić Horwath HTL Belgrade

Abstract

Technological development has an important impact on tourism industry and numerous studies show significance of ICT as a factor of tourism competitiveness. World Economic Forum also recognizes this influence and includes it in the Travel & Tourism Competitiveness Index (TTCI) as the P5 pillar: ICT readiness^[1]. In this paper, we focused our analysis on each sub-pillar of P5 in order to conclude whether its influence on Serbian tourism competitiveness is limiting, encouraging or neutral and what are the most important areas for improvements. The conclusions in this paper are based on sub-pillars benchmark analysis of Serbia and the competing countries. The country sample consists of countries with similar resources and attraction base indicating the potential of development of prospective competitive tourism products (Hungary, Czech Republic, Slovenia, Slovakia, Romania and Bulgaria).

[1] ICT readiness – reflecting the level of networked infrastructure and access to ICTs.

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