Travel Tech Entrepreneurs and Sustainable Tourism Innovation in Thailand: A Conceptual Review
DOI:
https://doi.org/10.55164/ecbajournal.v18i4.285078Keywords:
Travel Tech, Digital marketing capability, Strategic agilityAbstract
This academic article aims to analyze the role of tourism and service innovation businesses, particularly Travel Tech entrepreneurs, in driving innovation and sustainable tourism development in Thailand within the context of the ongoing digital transformation of the tourism industry. The study adopts a conceptual review approach by analyzing and synthesizing relevant literature on Travel Tech businesses, digital innovation, and sustainable tourism development to explain the role of tourism technology entrepreneurs within the tourism industry ecosystem. The analysis indicates that several key factors support the development of tourism and service innovation businesses, including digital marketing capabilities, entrepreneurs’ strategic agility, and government support. At the same time, technological advancements enhance the capacity of tourism businesses to deliver personalized tourism services, utilize data for strategic planning, and create meaningful tourism experiences. Digital technologies also facilitate the development of niche tourism markets, such as wellness tourism and cultural tourism, as well as tourism development in rural areas. However, Travel Tech businesses also face significant challenges, including competition from global digital platforms and cost management constraints in the digital economy. These challenges highlight the importance of effectively integrating digital technologies with sustainable tourism practices in order to strengthen the competitiveness of Thailand’s tourism industry.
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