Background Digitalisation is transforming our society in several ways, bringing sev-eral new opportunities and challenges. It changes how organisations in-teract with their customers and generally has a positive effect on reve-nue. Maserhallen AB is a wholly-owned subsidiary of Borlänge municipality and wants to grow as an organisation. Maserhallen AB aims to improve its quality of service, customer value and increase rev-enue by implementing a digitalised system into its organisation. The study is needed to construct a framework and strategy that can aid Maserhallen AB on the challenges and pathways of adopting new tech-nology. Aim This study highlights the challenges and pathways that await a tradi-tional organisation when trying to adopt a new digital system. Method There are two sources of data collection; the first is a literature study, and the second is a questionnaire. In the questionnaire, nine volunteers have participated, the age ranging of volunteers are from 24-60 years old. The targeted participants were the organisation management team and receptionist. Results The results gathered from both the case study and questionnaire indi-cate that the case company needs a new digital system. The thesis exam-ines two core areas: digitalisation strategies and the use of new technol-ogy to develop an analysis framework. The outcome is a framework that blends theoretical and digital strategy principles with successful ap-proaches in concepts and new technologies. Conclusions For Maserhallen AB to avoid obstacles when facing implementation of digitalisation, it is necessary to adopt new technology with the help of digital strategy and framework. This is not only needed for efficiency and cost reasons, but also it will assist in increasing customer value and quality of service. The framework provided in this case study will aid Maserhallen AB in adopting a new digital system.

Magistro darbe yra nagrinėjami vartotojų elgsenos ypatumai renkantis kelionių organizatorių Šiaulių regione. Darbui atlikti buvo remiamasi lietuvių ir užsienio autorių moksline literatūra, EUROSTAT, LR Statistikos departamento duomenimis, turizmo tendencijų apžvalgomis, taip pat Šiaulių regiono kelionių organizatorių paslaugų vartotojų elgsenos tyrimo duomenimis. Pirmojoje dalyje nustatoma kelionių organizatorių vieta versle ir tendencijos Šiaulių regione. Analizuojama turizmo verslo infrastruktūra, nagrinėjama kelionių organizatorių veikla Europos Sąjungoje ir Lietuvoje, bendros kelionių organizavimo rinkos tendencijos Šiaulių regione. Antrojoje dalyje atliekama teorinė vartotojų elgsenos, renkantis kelionių organizatorių analizė. Pateikiama turizmo paslaugų vartotojų elgsenos samprata, išskiriami turizmo paslaugų vartotojų tipai, turizmo paslaugų pasirinkimą lemiantys veiksniai, aptariami ir palyginami įvairių užsienio ir lietuvių autorių pateikiami turizmo paslaugų vartotojų elgsenos modeliai. Trečiojoje dalyje atliekamas vartotojų elgsenos tyrimas renkantis kelionių organizatorių Šiaulių regione. Tyrimu nustatyta Šiaulių regiono vartotojų keliavimo elgsena, kelionių organizatorių pasirinkimo kriterijai, atliktas kelionių organizatorių paslaugų kokybės vertinimas. Teorinės ir praktinės empirinių duomenų analizės metu gauti rezultatai yra pagrindas išvadoms ir rekomendacijoms, kurios pateikiamos magistro darbo pabaigoje. / In master‘s final work the peculiarities of customers behavior in choosing travel organizators in Šiauliai region were analyzed. Work is based on Lithuanian and foreign authors’ literature analysis, EUROSTAT, Lithuanian Statistical Department, etc. data, Šiauliai region customers survey results. In the first part the place of travel organizators in tourism business as well as Šiauliai region is observed. Tourism business infrastructure, main tourism trends in European Union and Lithuanian tourism markets as well as Šiauliai region analyzed. In the second part the theoretical analysis of tourism customer’s behavior is made. Tourism services customer’s behavior definition given, main tourism customers types, their behavior influencing factors distinguished, different behavioral models proposed by Lithuanian and foreign authors analyzed and compared. In the third part the survey of Šiauliai region travel organizators’ services customers was made. Survey helped to observe customers behavior, to distinguish their travel organizators choosing criteria as well as evaluate Šiauliai region travel organizators services quality. Basing on theoretical and empirical research results the conclusions and recommendations are given at the end of work.