Technological readiness of workers and its role in using digitization applications for tourism service - an analytical study of the opinions of a sample of managers of tourism companies in Najaf Governorate / Iraq

Abstract

This study aims to identify the effectiveness of using digitization in marketing tourism services and enhancing its supportive role in the development of the tourism sector in the Republic of Iraq, by providing modern digital applications that work electronically and allow the Iraqi or foreign tourist to identify the tourist areas in the Iraqi regions and governorates and familiarize him with the infrastructure and tourist destinations, through electronic applications in the applications or carried over the phone and available to introduce the tourist areas by developing the skills of workers in companies with their technological readiness. As the problem of the research is embodied in the weakness of the digital applications of the tourism service, and a society was adopted for the research is the managers of tourism companies in the Najaf governorate. For the purpose of achieving the sample, (130) were distributed, of which (125) were retrieved and valid for analysis (120), and the researchers adopted the questionnaire as a tool for the study and developed the impact hypothesis to test the relationship between the variables. of visitors from various local (Iraqi) and foreign cultures, in addition to the economic support it constitutes, by activating digital tourism and enabling it to achieve sustainable development. The use of the digital communications revolution has become an imperative that imposes itself in determining the future of tourism e-services, which is the destination of many digitalization users.