Virtual Service Research Articles

Dynamics of Interpersonal Relationships in Virtual Guidance and Counseling for BK Students: Challenges, Opportunities, and Intervention Strategies

The counseling process has been significantly changed by advances in information and communication technology. The digital era has paved the way for virtual counseling services, which allow wider, more flexible, and anonymous access for those who need it, especially students. One of the important services provided to students to support their emotional, social, and academic growth is counseling. Counseling in higher education is increasingly being done virtually due to the rapid development of information technology. The purpose of this study is to investigate the dynamics of interpersonal relationships in virtual counseling, find problems, and find opportunities and intervention strategies that may be used in this situation. It is important to understand these challenges and create useful solutions for them. Some of the main problems that are often faced include difficulties in building strong emotional relationships, limitations in non-verbal interactions, and technical problems that can interfere with communication. The research method is a qualitative descriptive method by taking data from several libraries that are used as consideration. After reviewing the literature from various related research sources, this article concludes that although virtual counseling services present some technical problems and limitations in non-verbal interactions, they also offer greater opportunities. Appropriate intervention strategies include technology skills training, use of safe platforms, and approaches that rely more on effective communication skills.

Acute Needs, ACUTE Response: Development and Delivery of a Mental Health Urgent Care in the Bronx.

As mental health needs rise, creative and timely solutions are essential. Leveraging the expansion and flexibility of virtual services to create telehealth and hybrid offerings is crucial for addressing systemic barriers in mental health, enhancing accessibility, and providing flexible, comprehensive care options for diverse patient populations. This article discusses the development of a mental health urgent care program within a large medical system in a densely populated, under-resourced community. The program was designed to address common community mental health barriers across multiple care entry points, including ambulatory settings, emergency care, and consultation services. Using a multipronged approach, this program aims to improve patient access, care continuity, and outcomes. The authors encourage others to consider adopting a similar programmatic infrastructure to reduce mental health care barriers in their communities.

From intensive care monitors to cloud environments: a structured data pipeline for advanced clinical decision support.

Clinical decision-making is increasingly shifting towards data-driven approaches and requires large databases to develop state-of-the-art algorithms for diagnosing, detecting and predicting diseases. The intensive care unit (ICU), a data-rich setting, faces challenges with high-frequency, unstructured monitor data. Here, we showcase a successful example of a data pipeline to efficiently move patient data to the cloud environment for structured storage. This supports individual patient analysis, enables largescale retrospective research, and the development of data-driven algorithms. Since June 2021, ICU data of the Amsterdam UMC have been collected and stored in a third-party cloud environment which is hosted on large virtual servers. The feasibility of the pipeline will be demonstrated with the available data through research and clinical use cases. Furthermore, privacy, safety, data quality, and environmental impact are carefully considered in the cloud storage transition. Over two years, data from over 9000 patients have been stored in the cloud. The availability, agility, computational power, high uptime, and streaming data pipelines allow for large retrospective analyses as well as the opportunity to implement real-time prediction of critical events with machine learning algorithms. Critical events can be accessed by applying keyword search in the natural language data, annotated by the treating team. Besides, the cloud environment offers storage of institutional data enabling evaluation of healthcare. The combined data and features of cloud environments offer support for predictive algorithm development and implementation, healthcare evaluation, and improved individual patient care. University of Amsterdam Research Priority Agenda Program AI for Heath Decision-Making.

SECURITY THREATS AND COUNTERMEASURES IN CLOUD

Cloud computing refers to the continuous availability of computer infrastructure technology, enabling the handling and storage of information without direct client management. People are given the ability to access private as well as public information preservation on a single digital infrastructure via the use of the Internet. However, this convenience comes with certain security issues and risks, which have led to the widespread adoption of cloud-dependent computing models. This research delves into various security problems, challenges, methods, and perspectives in one comprehensive article. In addition, a number of upcoming technologies, are dependent on services related to cloud computing to process and store their data. As a consequence of this, a variety of enterprises are expanding their utilization of these technologies, which in turn exacerbates the weaknesses and security challenges inherent to the cloud model. The term "cloud computing" refers to an approach that incorporates all of its constituent parts, such as end users, connections, access management systems, and infrastructures. If security teams do not have a comprehensive grasp of the architecture of the cloud, they might run into problems such as the sluggish identification of security threats, the resulting duplication of data, and a loss of control over accessing the information and protection in order to maintain regulatory compliance. The article begins by briefly introducing the architecture of cloud computing, highlighting its key features, service models, deployment methods, and cloud server virtualization. This paper's primary findings include the growing popularity of cloud computing, security challenges in cloud computing, the importance of investigating security challenges, categorizing security challenges, and proposing developing solutions. Through an extensive review, it analyzes and summarizes scholarly efforts to address these security concerns, followed by information on cloud computing safety concerns and frameworks. Understanding security challenges, addressing data migration challenges, improving security measures, offering a systematic approach, enabling risk detection and prevention, and facilitating the development of preventive methods are the primary significance of this work. The text then categorizes various cloud attacks and privacy issues, before outlining the literature's efforts to provide mitigation and protection mechanisms for security assessment. Finally, it examines unresolved cloud security challenges and proposes potential solutions.

Evaluación de la Seguridad de Certificados Digitales en las Plataformas Financieras de Ecuador

This article presents a diagnosis of the application of digital certificates in the virtual banking services of Ecuador. The importance of this topic is based on the increasing attacks on electronic services of financial platforms in the region and the world, due to the exploitation of vulnerabilities discovered by cybercriminals in the weak application of cipher suites. The objective of the research is to show the level of security of these online banking portals (individuals), in the applicability of SSL/TLS protocols, with their respective cipher suites on the server side. Eighteen financial entities were analyzed using the online tool SSL Server Test by Qualys SSL Labs. It was found that 20% of the analyzed banking entities show weaknesses in the applicability of digital certificates, which could lead to cyberattacks on these virtual platforms during the client/server communication process over the internet. Confidentiality, integrity, and availability of data are indispensable characteristics of information security that a user should receive in the virtual banking service. Additionally, this work reviews the recommendations for the use of digital certificates according to the regulations issued by the IETF through the respective RFCs.

Clinically-enhanced digital health program for respiratory care associated with better medication use and retention

Digital health platforms for asthma self-management have demonstrated promise in improving clinical and quality of life outcomes. However, few studies have examined such an approach in a real-world, fully remote setting. As such, we evaluated the benefit of an evidence-based digital self-management platform for asthma—both on its own and when integrated into an established virtual clinical service. We compared six-month outcomes of a digital self-management program plus virtual clinical oversight, called a therapeutic resource center, (DP + TRC) with a digital self-management-only (DP) program in patients with uncontrolled asthma. The DP included electronic medication sensors that captured the date and time of both short-acting beta agonist (SABA) and controller medication usage. The TRC included remote care oversight to promote inhaler adherence and address symptom worsening. SABA usage, controller adherence and program retention were assessed retrospectively using regression models controlling for age, enrollment year, controller/SABA use, and baseline asthma control status.18,584 DP patients (mean age (SD): 33 (14.6) yrs; 89.9% uncontrolled asthma) and 3440 DP + TRC patients (mean age (SD): 43.7 (15.6) yrs); 48.6% uncontrolled) were assessed. We observed significantly better six-month program retention (55% vs. 41%, p < 0.001) and controller adherence (54% vs. 45%, p < 0.001), but no statistically significant differences in mean SABA use (0.76 vs. 0.87 mean puffs/day; p = 0.158) for the DP + TRC vs. DP groups, respectively. From baseline to six months, both groups had similar reductions in mean daily SABA use (both p < 0.001) and improvements in the percent of SABA-free days (both p < 0.001). The proportion of patients with ≥80% controller adherence declined in both groups, but a larger relative decline was noted in the DP vs. DP + TRC group. A digital self-management platform for asthma management combined with virtual clinical oversight may offer a scalable solution that not only achieves reduced SABA use, but also promotes medication adherence and increases program retention.

Factors Affecting Consumers’ Adoption of Virtual Banks in Thailand

To keep pace with dynamic changes in the global financial sector, the Bank of Thailand has provided the opportunity for bank operators and investors to submit for approval to set up a virtual banking business in Thailand in 2025. As this type of bank will begin operating in Thailand for the first time in 2025 consumer adoption is likely to be very challenging. In this study, the TAM model was adopted to examine the factors influencing behavioral intentions to use virtual banking services, collecting data through a self-administered questionnaire from 600 bank customers aged between 20 and 60, and residing in Bangkok. Descriptive statistics such as frequency, percentage, mean, and standard deviation, were employed to describe the sample characteristics and the level of each factor in the model. Structural equation modelling (SEM), including confirmatory factor analysis (CFA), was used to determine the construct validity of the variables. Path analysis was used to test the model’s goodness of fit and the research hypotheses. The results showed that all hypotheses were supported and that factors such as corporate reputation, perceived safety of technology, personal innovativeness, and the perceived cost of technology indirectly influence behavioral intentions to use virtual banking services.

Digitisation of Library Services in Odesa Region: Experience and Prospects

The aim of the article is to identify scientifically grounded approaches to effective implementing of digital technologies in library services of Ukraine, particularly, of Odesa region, as well as to determine main challenges faced by libraries in the context of digitisation. Research methods. To achieve the set goal, scientific methods of analysis, synthesis and comparison are applied in this article. This makes it possible to comprehensively assess the state of digitisation of library services in Odesa region, and to identify main problems of implementation and outline prospects for the development of digital technologies in the library sector of the region. A generalisation method is used to systematise main approaches and models of library service digitisation, which allows to develop recommendations for the further development of digital services in Odesa region libraries. The scientific novelty consists in identifying main challenges and prospects for the development of digital library services in Odesa region, particularly, in elaborating recommendations for optimising the work of libraries in the digital environment, which will contribute to increasing of accessibility and efficiency of library services for remote users. Main conclusions. In the context of studying the features of digitisation of library services in Odesa region, the specific features of the library network of this area are researched, its basis is determined (Odesa National Scientific Library), and the main directions of digital transformation are analysed. It is established that at the current stage, Odesa National Scientific Library is actively implementing and developing virtual services aimed at prompt and high-quality satisfaction of users’ information and cultural needs with the help of digital technologies. The main directions of using information and communication technologies in the activity of Odesa region libraries are outlined. Libraries have become centres of digital education, offering free online courses and individual consultations with librarians. Therefore, digital transformation, in spite of the emergence of new tasks and challenges, opens new opportunities for strengthening the role and significance of libraries in the life of certain people and society in general.

Financial Health Management of Otolaryngology by Telemedicine: Opportunities and challenges

The COVID-19 pandemic has impacted the world and medical branches are affected too, this article shows otolaryngology (Otlogy) management like patient care in the outpatient (OP) remotely by the implementation of business strategy of telemedicine (TME). The research explains how the applications of management strategies in TME for Otlogy can reduce the medical expenses and also offer profits to the medical practitioners. This article suggests the advantages of TME for (Otlogy) related health risks and advises health centers to implement the business strategy of TME which can provide services using remote Information Communications Technology (ICT) to evade exposure risks to HCR providers, patients, and the general community. The realization of TME, or virtual services, can help the Otolaryngologists to provide needed care to patients amid COVID pandemic. This research illustrates the challenges in the application of TME and benefits to the patients as well as for the medical professionals.

Biased Random Sampling with Firefly Optimization (BRS-FO) based on Load Balancing for Virtual Machine Migration in Cloud Computing.

A concept known as "Cloud Computing" aims to simplify the on-demand delivery of software, hardware, as well as data as services and give end users adaptable, scalable, and accessible services through the Internet. The major goal of the suggested technique is to create a healthy balance of load across all the Cloud resources servers while maximizing resource usage. Every resource will first have a load model created based on a number of variables, including memory use, processing time, and access rate. Several meta heuristics optimization algorithm are presented in literature for VM migration with load balancing in Cloud Computing (CC). However, in the paper Biased Random Sampling with Firefly Optimization (BRS-FO) was combined. The Load balancing is performed by biased random sampling and Firefly Optimization by maintaining the virtual server availability. In this method the performance of proposed algorithm was compared with PSO, GA and Honey Bee Optimization (HBO). The parameters taken for analysis are Makespan, Response time and energy consumption. From this experimental results, the proposed BRS-FO achieved the makespan of 5s, response time of 1s and energy consumption of 5J and proved this method is efficient than other system

Mental Health Care Disparities Among US Pregnant Individuals in 2020-2021: A Cross-Sectional Study.

To examine maternal characteristics associated with perceived unmet mental health needs and mental health care settings, focusing on residential rurality and race/ethnicity. This cross-sectional study analyzed self-reported unmet mental health needs and mental health care settings among 1097 pregnant respondents in the 2020-2021 National Survey on Drug Use and Health, incorporating the complex sampling weights for national representativeness. Non-Hispanic Black pregnant individuals and those living in nonmetro rural areas reported lower odds of unmet mental health needs compared to those in large metro areas and non-Hispanic White individuals. Pregnant individuals in nonmetro rural areas and non-Hispanic other pregnant individuals also reported lower odds of utilizing virtual mental care services, while non-Hispanic other pregnant individuals were less likely to receive prescription medication than their non-Hispanic White counterparts. Disparities in mental health care access by rurality and race/ethnicity reveal increased barriers for nonmetro rural and minority pregnant populations, particularly regarding virtual and prescription-based care. The lower unmet health needs among Black pregnant individuals and those living in nonmetro rural areas may reflect adjusted expectations or reliance on informal support systems, emphasizing the need to understand these perceptions. COVID-19's impact on access patterns further highlights the need for more research on barriers to maternal mental health treatment. Tailored mental health interventions and policy reforms are needed to enhance accessible, culturally sensitive maternal mental health services across diverse communities.

Co-creating an Indigenous-led virtual health services model for Indigenous Australians living with chronic disease.

To describe the co-design process and understand consumer perspectives of a virtual health services (VHS) model of primary healthcare delivery, for Indigenous Australians with chronic disease and living in regional, rural, and remote Queensland. Using decolonising methodologies, the study used an Indigenous consensus method to undertake the co-design process and generate findings. For analysis, a qualitative interpretive-description framework was applied. Thematic analysis generated themes, describing consumer perspectives of virtual healthcare models. The Goondir Health Services (Aboriginal Community Controlled Health Organisation) operating clinics in rural and remote Queensland. Fourteen Indigenous VHS consumers who resided in Modified Monash Model 3-7 communities across Queensland, met the eligibility criteria and provided informed consent. Two themes emerged: (1) personalised approaches to autonomous care using digital technologies, with two sub-themes of the benefits and challenges of technology, and the integration of culturally inclusive healthcare elements; (2) person-centred, culturally appropriate healthcare elements within a VHS model, with three sub-themes on the vital role of health coaches, the importance of community connections, and enabling holistic personalised healthcare access. This study provides important consumer perspectives on the potential of VHS models of health care to empower Indigenous healthcare service consumers. VHS holds promise on multiple fronts: improved access, timeliness, continuity of care, and culturally sensitive health care, enabling improved self-management of chronic conditions, and provide crucial support from local Indigenous healthcare providers within the community. Future research on the sustainability and impact of personalised, consumer-centric digital health services in Indigenous populations is essential.

The legal concept of the rights of consumers of virtual services protection

The article explores the legal aspects of consumer protection in the context of virtual assets (VAs) in Ukraine. The rapid growth of cryptocurrencies and blockchain technologies highlights the need for legislation aligned with the positive experiences of the EU and the UK. Ukrainian legislation, particularly the «Law on Virtual Assets,» is still under development, making it essential to integrate international best practices, such as the EU’s Markets in Crypto-Assets Regulation, which ensures high consumer protection standards. Safeguarding consumer rights should be a cornerstone of the new legislation, as virtual asset users face risks such as fraud, financial pyramids, and gambling addiction. A key regulatory challenge is the need to clearly differentiate between crypto-assets functioning as financial instruments and those with characteristics akin to gambling. The study of international experience in the field of regulation of virtual assets, currently, almost ignores institutions for the protection of consumer rights, at the same time, when the market of virtual assets suffers the most from fraud, theft of assets, activities of illegal casinos, financial pyramids that harm market subjects and lead to multibillion dollar losses. The importance of highlighting the concept of protecting the rights of consumers of virtual assets in Ukraine is also connected with the negative experience in the regulation of three major banking crises that affected the entire population of Ukraine. Leveraging international experience will help protect consumers’ interests and foster the development of a stable and transparent cryptocurrency market in Ukraine. Particular attention in the article is devoted to distinguishing the mechanisms of state regulation of gambling and the study of this issue in the context of the regulation of investment offers to individuals from crypto market subjects. The existing draft laws and the general trend of development of the regulation of virtual assets in Ukraine, without proper strict regulation of consumer rights protection, may lead to financial crises and abuses in the markets, which will lead to negative consequences in the economy.

Standardized Clinical Infectious Diseases Pharmacy Care Delivery and Antimicrobial Stewardship Program Management Within a Large, Integrated Healthcare System.

Infectious Diseases (ID) pharmacy expertise is crucial for the success of antimicrobial stewardship (AMS) efforts. As health systems expand due to mergers and acquisitions, ID pharmacy teams strive to deliver consistent care across the enterprise. This report describes the fusion of multiple AMS practice models during the integration of health systems to optimize and standardize care delivery. The merger of two large, community hospital systems necessitated the recalibration of services of both legacy antimicrobial stewardship programs (ASPs). While there was agreement that ID pharmacists perform daily prospective audit and feedback of antimicrobials and respond to diagnostics and cultures, the prioritization of practices across the enterprise that retained allowances for individual hospital nuance was paramount. The result was a practice model dedicated to consistent patient care regardless of geographic location, socioeconomic status, or reliance on a single ID pharmacist's availability. Additionally, the team coordinates the system ASP, in collaboration with medical staff. This includes implementation of stewardship initiatives, formulary management and guideline and document control. Lastly, ID pharmacists serve as a resource for prescribers and pharmacy staff and leadership. The development of a standardized ID pharmacy practice model delivered through a hybrid of remote and in-person coverage addressed disparities in clinical services, education and ASP management. Complexities such as care gaps during leave are reconciled with this process while maintaining the minimum expectations of every ID pharmacist. This was especially crucial to establish consistent patient care across state lines with the rise of virtual services and inability to develop on-site rapport.

Defining a core set of research and development priorities for virtual care in the post-pandemic environment: a call to action.

To identify research and development priorities for virtual care following the coronavirus disease 2019 pandemic from the perspective of key stakeholders (patients, clinicians, informaticians and academics). Qualitative study using a modified nominal group technique. Online semi-structured interviews and workshops held in November 2022 and February 2023. Health workers involved in delivering virtual care in two metropolitan local health districts and one specialty statewide network, and people who had received care from these sites, were recruited using passive snowball sampling. Research and academic staff from a tertiary institution were also invited to participate. Priorities to support a translational research agenda for virtual care. Twenty-five individuals participated including 18 innovation deliverers, two innovation recipients and five implementation facilitators. Stakeholders identified several key priorities for developing virtual care models and for sustaining and scaling virtual care services. These included demonstrating the economic and societal value of virtual care, developing a common framework to support evaluation and comparison of virtual care services, ensuring virtual care services integrate acute and primary care, and defining which models of care are most appropriate for virtual care delivery. As the health system recalibrates with the return of in-person care, there is a growing need to demonstrate the value of virtual care models to patients, the health system, and society at large. Demonstrating this value while also demonstrating improvements to health outcomes will future-proof virtual care, enabling it to be used to address broader challenges of health care delivery. In addition, sustaining virtual care will depend on robust operational structures and workforce training and education. As services evolve, research and development priorities must be revisited to ensure that translational research aligns with stakeholder interests.

Barriers, facilitators and next steps for sustaining and scaling virtual hospital services in Australia: aqualitative descriptive study.

To describe the barriers to and facilitators of implementing and delivering virtual hospital (VH) services, and evidence and practice gaps where further research and policy changes are needed to drive continuous improvement. Qualitative descriptive study. Online semi-structured interviews and a focus group were conducted between July 2022 and April 2023 with doctors, nurses and leadership staff involved in VH services at three sites in New South Wales, Australia. Barriers to and facilitators of implementing and delivering VH services in sites with differing operating structures and levels of maturity, and evidence and practice gaps relating to VH services. A total of 22 individuals took part in the study. Barriers, facilitators, and evidence and practice gaps emerged within five major themes: scope and structure of VH services; development and implementation of VH models of care; delivery of VH models of care; evaluation of VHs and VH models of care; and sustainment and scalability of VH services. Facilitators of VH success included hybrid approaches to care, partnerships with external services, and skills of the VH workforce. Barriers and gaps in evidence and practice included technical challenges, the need to define the role of VH services, the need to evaluate the tangible impact of VH care models and technologies, and the need to develop funding models that support VH care delivery. Participants also highlighted the perceived impacts and benefits of VH services on the workforce (within and beyond the VH setting), consumers, and the health care system. Our findings can help inform the development of new VH services and the improvement of existing VH services. As VH services become more mainstream, gaps in evidence and practice must be addressed by future research and policy changes to maximise the benefits.

Patient and carer experiences of hospital-based hybrid virtual medical care: a qualitative study.

To understand patients' and carers' experiences of virtual medical care delivered into rural and remote hospitals. Qualitative study using semi-structured interviews. Interviews were conducted between 7 June 2022 and 21 February 2023. Participants were people who had received a virtual medical service from the Virtual Rural Generalist Service (VRGS), and their carers, in rural and remote hospitals within the Western NSW Local Health District. Acceptability of, access to, quality of and appropriateness of care provided by the VRGS. We interviewed 43 patients and carers about their experiences of VRGS services received in an emergency department or inpatient setting. About half of our participants thought that virtual medical care (supported by in-person nursing staff) was highly acceptable and equivalent to in-person care. For the remaining participants, virtual care was seen as being an acceptable alternative if in-person care was not available. Patients reported that the model met their immediate needs, even if the virtual delivery mode was not their preference. VRGS doctors were generally seen as skilled and personable, and acceptability of virtual care increased with more experience of it. A key perceived benefit of virtual care was increased access to medical care without the need to travel long distances. Hospital-based virtual care was not considered less appropriate for older adults or children. Virtual care in a rural hospital setting, such as that delivered by the VRGS, is broadly acceptable to patients and carers. While most would prefer to have a doctor physically present, patients and carers are accepting of the need for virtual care to supplement in-person care in rural and remote areas. Patients and carers who experience hospital-based virtual care perceive that it can provide good quality medical care and meet many of their needs.

Clinician experiences of a hybrid virtual medical service supporting rural and remote hospitals: a qualitative study.

To explore the experiences of clinicians delivering, facilitating, and potentially affected by a hybrid virtual medical model servicing rural and remote hospitals in western New South Wales. Qualitative study using semi-structured focus groups and individual interviews, conducted between 7 April 2022 and 16 March 2023, with rural generalist doctors delivering the Virtual Rural Generalist Service (VRGS) within the Western NSW Local Health District, local site staff, and local general practitioner visiting medical officers (GP VMOs). Key themes in clinician experience of the model and recommendations for improved experience, based on qualitative content analysis. We interviewed 12 VRGS doctors, 25 site nursing staff and nine GP VMOs. Clinicians were overwhelmingly positive about the VRGS, seeing it as providing good quality care and being an innovative and translatable solution to rural workforce challenges. In-person site visits by VRGS doctors were highly valued, especially by local site staff, for team building, skill building and increasing VRGS doctors' understanding of the local context. The VRGS model relies on nursing availability and skill, and creates additional workload for nurses. Nurses in isolated sites valued the clinical support provided by the VRGS. Overall, most GP VMOs valued the fatigue relief offered by the VRGS; however, some viewed the VRGS as diminishing local doctors' autonomy and the viability of their positions. The hybrid VRGS model is widely accepted by clinicians as providing good quality care for patients and high job satisfaction for providers. The service supports the local health workforce and makes rural medical positions more attractive and sustainable. The in-person shift requirement is central to the model's effectiveness and acceptability. Further investment is needed to train and resource local nurses who play an integral role in providing virtual medical care.

Using Virtual Care to Assess the Health Needs of People With Intellectual Disabilities: A Scoping Review.

The COVID-19 pandemic precipitated a rapid roll-out of virtual health care services to people with intellectual disabilities. Limited evidence is available for clinicians to guide virtual care delivery. Twenty-three studies were identified through systematic searching of 16 databases. Extracted data were mapped to the NSW Virtual Health Strategy. Evidence exists to support the use of virtual care for screening, diagnosis, assessment, and review of people with intellectual disabilities, with benefits for clients, carers, and clinicians. Evidence mapped well to the priority areas of the NSW Virtual Health Strategy, highlighting the need for clinician training and specific supports and adaptations to ensure accessibility for people with intellectual disabilities. The use of virtual care to assess the health needs of people with intellectual disabilities across the lifespan is nascent. An opportunity exists for co-design with people with intellectual disabilities to reduce barriers to accessing and engaging in virtual care.

From Traditional to Digital: The Evolution of Business Models in Hospitality Through Platforms

The hospitality business model has undergone profound changes influenced by successive waves of technological advances and platforms. This paper explores how different waves of technologies and platforms are shaping the evolution of the hospitality business model. Employing a systematic literature review, this research analyzes how platform innovation has driven significant shifts in the industry. The analysis yielded four key findings. Firstly, the incorporation of digital technologies resulted in a radical transformation of conventional business models, prompting substantial alterations in marketing strategies, distribution processes, and consumer behavior patterns. Secondly, the industry has undergone five significant technological revolutions, evolving from steam-powered transportation to the integration of artificial intelligence (AI) and the Internet of Things (IoT), thereby driving a shift towards innovation-centric business models. Thirdly, the advent of digital platforms, most notably online travel agencies (OTAs), posed a challenge to traditional hospitality models by introducing personalized experiences and disrupting established market norms. While digital platforms offer advantages such as enhanced convenience and customization, they also present challenges, including intensified competition and declining profit margins. Nonetheless, technological advancements such as AI, virtual reality (VR), and augmented reality (AR) present a potential avenue for redefining value propositions and enhancing customer experiences. Fourth, the future of the hospitality business model is poised for further disruption, influenced by the emergence of new virtual platforms and services. This could potentially result in a reshaping of the industry’s value chain and value proposition.