Digital transformation of tourist information centres in Slovakia
DOI:
https://doi.org/10.5937/menhottur2600009PKeywords:
digitalisation, digital transformation, hierarchical cluster analysis, tourist information centresAbstract
Purpose – Digital transformation, a key trend in the global tourism environment, is becoming increasingly accessible and urgent for smaller players, including tourist information centres (TICs), due to technological advances and the development of smart infrastructure. The aim of this study is to examine the level of digitalisation of TICs in Slovakia and to identify typologically distinct groups based on their approaches to implementing digital technologies, the services they provide, the perceived benefits, and the planned innovations in digital transformation. Methodology – The research sample consisted of 52 TICs. Primary data were collected between April and June 2025 through in-person visits and an online questionnaire survey. Hierarchical cluster analysis using Ward’s method was applied to identify groups of TICs with similar characteristics in terms of digital technology implementation and service provision. Findings – The analysis revealed three clusters: 17 digitally advanced “leaders”, 25 moderately digitised “followers”, and 10 minimally digitised “laggards”. These results indicate considerable heterogeneity in digital maturity levels among TICs and differences in their adoption of digital solutions. Implications – The findings highlight the need for targeted support for less digitally developed centres and provide practical insights for designing effective digital transformation strategies in tourism.
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Copyright (c) 2026 Kristína Pančíková, Norbert Beták, Daniela Matušíková, Tünde Dzurov Vargová
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