DIGITAL TRANSFORMATION OF HOTELS IN THE TERRITORY OF THE MUNICIPALITIES OF BOR AND ZAJEČAR

Digitalization has become the integral part of human life and work. Digitalization has permeated into all the pores of society. The contemporary technologies that have been created in the 21st century have led to a situation in which it has become almost impossible for hotels to operate without using the GDS systems, the Internet and other social media. Through social networks, which represent the greatest form of the digital media today, hotels and consumers have been announcing their content, exchanging their experiences and writing their comments, on the basis of which consumers make a decision on buying a product. The hotel product is intangible, so the user can only assure him- or herself of the quality of the services through a conversation with and oral propaganda by the consumers who have already used them. The subject matter of the research conducted in this paper is the digital transformation of hotels, which should be in function of the efficient tourism development of the municipalities of Bor and Zaječar. The research goal is to indicate the significance of the efficient implementation of digitalization so as to increase the competitiveness of the hotels in the territory of these two municipalities. The recognition of business opportunities and the development of the digital response to the needs of the guest are becoming the key segment of the contemporary business doing of the hotels thinking of their own sustainable perspectives. The hotels that have not recognized the significance of connecting the real and the digital services with each other can only be thinking of the opportunities they have missed.