MANAGING-TECHNOLOGY ENHANCED TOURIST EXPERIENCE: THE CASE OF SCATTERED HOTELS IN ISTRIA

Many of the recent research studies in tourist behavior pointed to the fact that contemporary tourists, particularly millennials, are very prone to innovative experiences and enjoy co-creating the tourist experience. Technological advancements drive changes in the way tourists experience their vacation and have transferred power to the tourists in terms of decision-making. Scattered hotels bring back life into empty and abandoned homes in the old parts of the city. They boost the trickle-down effect on the local economy, contribute to the revival of villages and old parts of the town, preservation of the local culture and identity of the place, and minimization of negative social and ecological impacts of over-tourism. With the implementation of innovative technological solutions, customized to such particular accommodation establishments and the ecosystem of the tourist destination, this product would be able to modify the complete nature of the tourism experience. In this paper, the authors aim to explore how technology reinvigorates creativity and boosts destinations' innovativeness and competitiveness by enriching the overall customer experience and by creating ecosystems in which tourism contributes to sustainable development. Technological advancements that can unlock innovation potential in scattered hotels are presented, as well as perceptions of tourism suppliers on personalized experiences, boosted with technological innovations. Factors hampering innovation are identified, as well as other important obstacles in delivering such services (financing, cooperation with other stakeholders, uncertain demand, etc.). From a possible functional angle, this study presents significant implications for small entrepreneurs - experience providers in horizontally developed accommodation structures, as well as destination managers and all levels of government.