Digital Skills and Workforce Segmentation in Tourism and Hospitality

Digital skills play a central role in the ongoing transformation of tourism and hospitality. This study analyzes several issues, such as the structure of digital competencies and workforce segmentation, within the tourism sector in Albania areas where empirical evidence remains scarce. The motivation for inclusion in this study focuses on the void between advanced technologies and the skills gap, while identifying opportunities for change in this direction. The quantitative design considers a sample composed of owners, managers, and operational staff. Data analysis includes descriptive statistics, Pearson correlation analysis, heatmap visualization, cluster analysis, and workforce segmentation. The data processing reveals that while foundational digital literacy is well-evidenced, a significant gap exists in advanced analytical competencies and emerging technologies. The findings regarding workforce segmentation into three distinct groups: Digital Pioneers, Functional Users, and Digital Laggards are of high importance. Equally significant are the findings concerning disparities in digital maturity across sectors. Sectoral analysis reveals higher advanced digital skill levels in accommodation and destination management, while food and beverage businesses show lower digital proficiency. This study contributes by providing an empirical framework that links digital skill structures, workforce segmentation, and sectoral differences, offering evidence-based insights for targeted digital upskilling in tourism and hospitality. The findings highlight the need for differentiated digital training strategies tailored to workforce segments, organizational roles, and tourism subsectors.