DIGITAL TECHNOLOGIES AS A TOOL FOR THE DEVELOPMENT OF SUSTAINABLE TOURISM: A CASE STUDY OF KAJAK.MK

Abstract

Digital technologies and digital marketing have significantly transformed the tourism industry, reshaping consumer behavior, improving user experience and enabling more personalized and accessible travel services. Platforms like Kajak.mk are reshaping the sector by offering personalized travel planning, integrating user reviews and promoting sustainable choices. The aim of this paper is to explore the role of digital technologies as a tool for the development of sustainable tourism, with a special focus on the kajak.mk platform and its impact on local tourism in North Macedonia. The methodology includes a website analysis and a comparative analysis between kajak.mk and leading global platforms, with the aim of identifying differences in technological development, functionality and user engagement. This enables the identification of potential areas for improvement and future development.