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Digital Transformation in Hospitality and Tourism Service Management: A Case Study on The Application of Service Blueprint
Bajafar, Lama
Bajafar, Lama
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Abstract
Nowadays, technology is becoming an essential aspect of everyone's life. Mobile phones, tv, laptops, tablets, etc., all represent types of technology that we use daily. The hospitality and tourism industries are transforming digitally through advanced technology such as VR, AR, and AI. This transformation will result in a massive increase in both sectors. The Kingdom of Saudi Arabia is actively making tourism and hospitality more accessible. Through the 2030 vision, The Kingdom aims to enforce great efforts and investments in the tourism sector. They are investing billions of dollars into hotels, resorts, and travel to achieve Vision 2030 goals for the tourism industry to increase its share of the national income to over 10%. As technology becomes a part of human life, this study examines the importance of digital transformation in the hospitality and tourism industries and how it will affect their service management. The service blueprint is used in this study to know the customer process from the first to the end point of action and observe how the technology is used and helped in the process by implementing the service blueprint in two different case studies: Movenpick Hotel in Makkah city, and the Biennale Islamic Arts exhibition in Jeddah. The results show that technology helped improve the service and best meet customer satisfaction in the two studies.