Customer’s Perception Assessment of Tech-Related Innovations in Tourism

Tourism industry is undеrgоing а tеchnоlоgy-drivеn trаnsfоrmаtiоn. The efficiency and purposefulness of implementing each new technology depends on the perception and the decision of end users - tourists to accept and use it.The purpose of the article is to assess customer's perception of tech-related innovations in tourism. A questionnaire was designed to survey the perceptions and attitudes of Bulgarians about the use of innovative technologies in travel and tourism. The results show that Bulgarian respondents are not yet very familiar with the use of tech-related innovations in travel and tourism, but are gradually starting to accept them. However for some specific operations they prefer to communicate with a human employee. Exploring customer's attitude and perception of technological innovations is crucial for their acceptance and implementation in tourism. The fact that usershave limited experience in these innovations shows that, at this stage, a combined service of technologies and humans is the ideal solution for satisfying the customer's needs and providing a better travel experience.