DIGITALIZATION WITH A HUMAN TOUCH: PSYCHOTECH DIGITAL TRANSFORMATION OF TOURISM COMPANIES

Abstract

The article develops the concept of Psychotech Digital Transformation, a hybrid model that integrates technological innovation with psychological readiness, emotional adaptability, and cultural dimensions of organizational change. Unlike traditional approaches that focus primarily on infrastructure and automation, this study emphasizes that successful digital transformation requires equal attention to the human factor, which can either accelerate or slow down the process. The proposed three-phase model includes: first, the stage of perception and psychological-emotional preparation, aimed at overcoming resistance to change through awareness, training, and leadership development; second, the stage of progressive implementation with dynamic adaptation, during which digital tools are introduced gradually, accompanied by feedback mechanisms, flexible processes, and the application of emotional intelligence in management; and third, the stage of optimization through corporate culture transformation, when technologies become institutionalized, stimulating innovation, creativity, and organizational resilience. The novelty of the approach lies in combining psychological and cultural aspects with digital maturity, which distinguishes it from classical theories of change management, innovation diffusion, or corporate culture models. Special attention is devoted to the tourism sector, where competitiveness depends not only on digital tools but also on the adaptability of employees and managers to new customer needs. The paper contributes to academic discourse by proposing a conceptual framework that bridges technological and socio-psychological perspectives on transformation. The suggested model provides a foundation for further empirical testing and can serve as a methodological guideline for designing adaptive digital transformation strategies in tourism and related industries. Furthermore, it highlights the importance of aligning technological adoption with human-centered practices to ensure sustainable and resilient digital transformation outcomes.