In the rapidly evolving landscape of the travel industry, adventure tour operators face the challenge of adapting to the digital era.
“The adventure travel community is, on average, a little less advanced in integrating digital technologies compared to sub sectors such as accommodation, transport, etc.,” said Andre du Toit, SATSA Adventure Chapter Chair.
Du Toit’s observation stems from the fact that most adventure travel operators are small to medium-sized enterprises and are owner-managed businesses.
“This means they don’t have the luxury to invest time into researching and implementing digital technology. Combined with the fact that such systems are expensive (compared with retaining all revenue), and that Internet access is slow or non-existent in the more rural areas, means that uptake has been slow. Initial booking platforms also did not cater specifically for adventure tourism’s nuances,” he told Tourism Update.
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