> For the complete documentation index, see [llms.txt](https://david-oh.gitbook.io/insta-land/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://david-oh.gitbook.io/insta-land/market.md).

# MARKET

The tourism industry is undergoing a massive and rapid change driven by technological innovation. The development of ICT, the emergence of big data and AI, and the Fourth Industrial Revolution are transforming the paradigm of the tourism industry. In particular, the inherent crisis of tourism triggered by the COVID-19 pandemic is accelerating technological innovation in the tourism industry.

The growth of the mobile market and platform business market based on ICT technology has fundamentally changed the distribution structure of tourism and is leading the industry's transformation with technology-based innovation. The traditional business model of the tourism industry is being weakened, and the innovation-led agents are at the forefront of the industry's change.

The travel industry, which has been hit hardest by the COVID-19 pandemic, is at the forefront of the changes brought about by technological innovation and global online travel agencies (OTAs) in the pre-pandemic era. However, the fundamental crisis of the travel industry revealed by the COVID-19 pandemic demands a powerful transformation to respond to technological innovation and market changes.

Despite the challenges posed by the COVID-19 pandemic, the travel industry is poised to rebound with the help of technological innovation and digital transformation. The increasing demand for contactless services and experiences, along with the growing trend of sustainable and eco-friendly travel, will further drive the adoption of digital technologies in the tourism industry. Additionally, the integration of blockchain technology and the use of cryptocurrencies can provide a secure and transparent payment system and enhance the trust and reliability of the tourism industry.