Tourism is part of a potent service industry worldwide facing competition that is characterized by constant change, which is why Innovation is critical to maintaining and creating an edge on competitors. The innovation is to adopt and use new technologies to improve productivity and management, which is called the competitive factor over the competitors. Similar to the other businesses, travel companies need to invent new products and services and improve to survive before they become old fashioned and lose competitive advantage and there will be no demand (Afolabi, 2016).

Digitization, in a broad sense, basically denotes transferring the manual data into the digital data. When it comes to tourism digitization, it is supposed to be only limited to online hotel bookings and online remittances, yet the travel business has combined digitization and integrated it with tourism not only to enhance the revenues but also to find out and develop new tourist spots and avenues.(Živković, Brdar, Gajic, & Stanković, 2016).