Abstract:

In times of crisis, the whole world is changing at a large scale. Consumption behaviors are swapping as well and the most normal activities become lavishness. The key to break through is the ability to adapt in an ecosystem where social distancing is imposed and economy is collapsing. Technology plays an important role in the adapting strategy and persisting unpreceded times. But how effective are the digital solutions in an industry where human interaction and mobility is mandatory and emotions play an essential part in creating the demand? The current article aims to study the extent to which digitalization can be applied and where it can be applied. Therefore, this study cannot be complete without acknowledging technological limitations and means of improvement. In any case, new pandemic has caught the world off guard and is putting technology through a very difficult test.