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    <subfield code="a">Digital Transformation Strategies in Tourism</subfield>
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    <subfield code="a">An article of urbanNext associates member: IE School of Architecture and Design -- https://urbannext.net/iearchdesign/</subfield>
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    <subfield code="a">Previously published in IE Reinventing Higher Education -- https://www.ie.edu/</subfield>
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    <subfield code="a">The tourism industry has traditionally been one of the best and earliest adopters of the latest technological advances in the interest of business. However, not all organizations have proven able to do it at the same speed, and many have lagged behind in implementing BI strategies and digital listening. Part of the industry clearly has yet to embrace a deep digital transformation with a scientific approach to customer experience.</subfield>
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