Digital transformation: an analysis between Travel Techs and traditional tourism companies in Brazil

Abstract

Technology is, in fact, an important variable in the digital transformation of organizations, however, it does not represent the only element of this phenomenon. In tourism, the digital transformation has been causing disruptions and changes in the market, making traditional companies adapt to survive in the face of travel techs (technology companies that operate in the opportunities and inefficiencies of the travel and mobility market). The object of this study was the digital transformation in tourism between travel techs and traditional companies. The objectives were to analyze and understand the effects and potentialization of digital transformation on Brazilian tourism companies, understanding the limits and potential of travel techs and traditional companies in the Brazilian context. For the methodology, a bibliographic and documentary research was carried out among authors from different areas of knowledge and later a collection of primary data between traditional companies and travel techs using the Likert scale to measure the intensity of the responses. After a comparative and descriptive analysis of the data, it was concluded that travel techs have a digital maturity superior to that of traditional tourism companies and that despite a lot of investment in IT, these last companies have difficulties in aligning themselves culturally and generating value for the market through technology. Still, there are many challenges to the success of the digital transformation, which is at an embryonic stage in tourism and which generates concern among professionals and companies that may disappear from the market.