Kattintásra várva: Miért (nem) értékesítik programjaikat online a balatoni gasztroturisztikai vállalkozások? Digitális érettség, online értékesítési hajlandóság és a technológiai elfogadás kihívásai
DOI:
https://doi.org/10.14267/TURBULL.2025v25n4.3Kulcsszavak:
gasztroturizmus, technológiaelfogadás, online értékesítés, kisvállalkozások, digitális transzformáció, Balaton régióAbsztrakt
A digitális átállás előretörése ellenére a gasztroturizmus mikrovállalkozásai gyakran nem tudják követni az online értékesítési csatornák iránti növekvő elvárásokat. A tanulmány 73 balatoni szolgáltató digitális jelenlétét elemzi háromlépcsős módszerrel, amely automatizált adatkinyerést, strukturált weboldalelemzést és valós értékesítési interakciók vizsgálatát ötvözi, így torzítatlan reakciókat tár fel. Bár a vizsgált vállalkozások jelentős része működő weboldallal rendelkezik, mindössze elenyésző hányaduk alkalmaz integrált online értékesítést. Az attitűdvizsgálat öt mintát azonosít, többek között a szezonalitást, a személyesség elsődlegességét és a digitális szkepszist. Az eredmények azt mutatják, hogy a digitális jelenlét és a tényleges adaptáció közti eltérés nem pusztán kompetenciahiányból fakad, hanem a működési környezet döntési logikáiból, amelyek meghatározzák a vidéki mikrovállalkozások digitalizációs pályáját.
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