Digital transformation in Turkey tourism sector: Tourism 4.0

The developing technology day by day affects all sectors. One of these sectors is the tourism sector. Effective use of technology is very important in order to provide the best service to its visitors in the tourism sector. On the other hand, with the developing technology, the expectations of the visitors from tourism enterprises are increasing. For this reason, many technologies are included in the tourism sector. The foundations of these technologies were laid in industrial periods. Each period has made different contributions to the tourism sector. From these periods, Industry 4.0 along with it; Tourism 4.0 has created the concepts of digitalization, digital tourism, smart city, smart tourism, Society 5.0 and Tourist 5.0. Purpose of the study; To analyze the digital transformation in the tourism sector in Turkey. In this context, the concepts of digital transformation and Tourism 4.0 are discussed on the main axis. Qualitative research method was used in the study. As a result of the study; Turkey's strengths in terms of Tourism 4.0; Having wide tourism resources, good geographical location, capacity to find new markets in tourism in Turkey, being able to adapt quickly to technology, being a hospitable country, having crisis management experience, confidence in domestic tourism, while its weak points are; lack of investment atmosphere, high loan rates, misleading inflation value, data deficiencies in consumer research, lack of personnel and technological inadequacies in education. Based on these findings, suggestions have been developed for Turkey to reach Tourism 4.0.