The role of smart technologies in the digitalization of tourism enterprises and in consumer behavior

The purpose of this study is to examine the changes in consumers' perceptions of digital trends and consumption during the transition to digital transformation, and thus the digital transformation that will affect their future business strategies; It is to reveal the effects of the Industry 4.0 in hotel businesses in a comprehensive way. The study consists of three parts. In the first part of the study, smart technologies and the application concepts created by Industry 4.0 were tried to be explained in detail. In the second part, digital transformation in tourism enterprises is discussed. In the last part; the digitalization process in hotel businesses with all its dimensions, from pre-sales to post-sales stages, is discussed. Descriptive and content analyzes were carried out by coding the data set, and the MAXQDA 2020 package program was used in the analysis of the data. Interviews were held with the participants selected according to the criterion sampling and information was provided by the observation method in the digital transformation dimension. By determining the perspectives of the managers on this subject, comparative analyzes were carried out as a result of the study, and within the scope of all the findings obtained from the data set analysis, the ideal customer journey map was schematized and the digitalization in the dimensions of sales, marketing, service provision, smart technologies, management-organization and personnel were comprehensively discussed.