Digitalization in travel agencies: The case of Istanbul

The development of digital technologies is affecting all sectors day by day. The tourism sector is also among the sectors affected by these developments. It will be beneficial for travel businesses to follow, use and adapt the innovations that digitalization has brought and will bring. The aim of this study is to examine how travel businesses operating in the tourism sector use digitalization and the changes that occur in their businesses during the transition to digital transformation. In the research, the purpose of digital transformation, all developments in this field and the reflections of these developments on travel businesses are discussed. Qualitative research method was used in the field research in order to reveal the point of digital transformation and the determined results in the A group travel agencies located in the province of Istanbul, which was determined as the sample group, and the data were obtained by semi-structured interview technique. As a result of the interview, the qualitative data obtained from the participants were subjected to descriptive analysis, and the analyzes of the written participant opinions were carried out. The development and use of digitalization affects the activities, ways of doing business and sustainability of travel businesses. In digital transformation; Reaching large markets with the digital marketing process, incorporating automation systems into the body, more accurate and efficient operation of business processes, ensuring sustainability by following the business process with the research and development unit, in addition, creating a unique new business line within the organization as a result of activities on digital platforms during the pandemic process. progress has been made in activities such as The concept of digitalization is a phenomenon that should be followed within the sector and applied to the right areas at the right time.