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- The tourist experience, E Tourism, Tourism Management, Tourism and Media, Information Communication Technology, Consumer Experience Management, and 15 moreInformation Technology, Tourism Studies, Service Design, Co-creation, Experience Economy, Tourist Behavior, Tourism Marketing, Services Marketing and Management, Service-Dominant Logic, Tourism Destination Marketing, CUSTOMER EXPERIENCE MANAGEMENT, Experience Design, Value co-creation, Positive Psychology, and Designing Customer Experienceedit
- FH-Prof. Dr. Barbara Neuhofer is a Professor of Experience Design at the Department Business & Tourism, Salzburg Univ... moreFH-Prof. Dr. Barbara Neuhofer is a Professor of Experience Design at the Department Business & Tourism, Salzburg University of Applied Sciences, Austria. Before her current role, Barbara worked as a Lecturer at Bournemouth University. Barbara is Adjunct Professor at IULM University Milan, Italy and Visiting Professor at IMC University of Applied Sciences Krems, Austria. She has been a visiting lecturer and research scholar at several international universities, including the University of Innsbruck, Austria, MODUL University, Austria, the University of Bolzano, Italy, Breda University of Applied Sciences, The Netherlands, Vistula University, Poland, and Nicolaus Copernicus University, Poland.
Barbara’s research focuses on the intersection of experience design, human transformation, and digital transformation. She researches, writes, and speaks about how we might use experience design to create and guide experiences that trigger human transformation. Barbara has published over 70 journal articles, book chapters and conference papers in the fields of services marketing, experience design, tourism, eTourism, digital transformation, and the sharing economy. Barbara is highly-cited and she ranks among the world’s top 2% of scientists in 2023.
Barbara is an international keynote speaker and has been invited to give talks at over 100 conferences and industry events around the globe, including a TEDx talk at TEDxBucharest 2019 on “The Global State of Awe”. As a certified Experience Designer and LEGO® SERIOUS PLAY® Facilitator, Barbara consults and trains start-ups, consulting firms, tourism organisations, and businesses with the mindset and skillset for experience design. Barbara has consulted the European Commission as the expert responsible for leading the digital transition of the Tourism Transition Pathway 2030. Barbara is also a certified Transformational Coach, and guides individuals on personal development in life transitions and transformation.
For her academic achievements to date, Barbara has been recognised with more than twenty international prizes. Barbara received the ITT PhD Student of the Year 2013 Award at the House of Commons, the British Parliament, and was selected as one of the 15 world’s best PhD students in the management discipline at the International PhD Student Competition 2013. She has won several journal and conference best paper awards, including the Electronic Markets Paper of the Year 2016 Award, the Services Industries Journal Paper of the Year 2019 Award, the 2nd Best Research Paper Award at the ENTER Conference 2020, and the Best Paper Award at THE INC Conference 2020. For her teaching excellence, Barbara has received the ‘You’re Brilliant Award’ at Bournemouth University in 2015 and 2016. Barbara has also won a prestigious industry award, the 2nd Place CONVENTA Best Event Award 2020 for the organisation of the Experience Design Summit Year Zero.
As part of her community service, Barbara has served on the Board of Directors of the International Federation for IT and Travel & Tourism (IFITT) from 2013-2017. Since 2021, Barbara has been a Founding Circle Member of the World Experience Organisation (WXO) and an Executive Committee Member of the Experience Research Society (EXPRESSO), serving as Head of Publication & Research Excellence. Since 2023, Barbara has been an elected member of the International Centre for Research and Education in Tourism association (ICRET). Barbara has organised and chaired many international conferences, including summer schools, international academic conferences, and industry summits. Barbara serves as a reviewer on several editorial boards, has served as a reviewer, expert, and auditor on more than 50 journals, scientific committees, policy, accreditation and funding commissions.edit
In the emerging transformation age, not only do experiences with transformational qualities happen by chance, but they are induced through intentional design. This study investigates the human gathering Burning Man, often stipulated as... more
In the emerging transformation age, not only do experiences with transformational qualities happen by chance, but they are induced through intentional design. This study investigates the human gathering Burning Man, often stipulated as one of the world's most transformative large-scale experiences. Grounded in the theoretical lens of environmental psychology, a deep topological analysis was conducted based on Instagram data to analyse participants' digital outer expressions and find answers to their innermost transformative experiences. Through a holistic analysis of the pre-liminal, on-site, and post-liminal stages, socio-environmental and socio-psychological spheres, with 30 clusters that trigger potential transformation, could be revealed. This study contributes to the interdisciplinary discourse relating to human experience and transformation design in the tourism, events, and experience sectors.
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The proliferation of novel work arrangements, accelerated by the COVID-19 pandemic, has led to the emergence of remote work trip experiences in which work is conducted within the context of leisure travel. Remote work trips challenge the... more
The proliferation of novel work arrangements, accelerated by the COVID-19 pandemic, has led to the emergence of remote work trip experiences in which work is conducted within the context of leisure travel. Remote work trips challenge the dichotomous view of traditional work and leisure domains. Grounded in positive psychology, this exploratory research investigates remote work travel experiences as a new phenomenon under the leisure travel umbrella. Using a data analytics approach based on a topological analysis of 32,881 Instagram posts, the findings revealed 23 distinct elements of remote work trip experiences that potentially influence well-being. The results indicate that traveling may benefit wellbeing despite not taking any breaks from work. By investigating the emerging trend of remote work trips and by expanding the understanding of how integrated work-travel experiences can influence well-being, this study contributes to the body of literature on both travel and positive psychology alike.
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Transformative experiences are currently on the rise, and that includes life-changing experiences in tourism, hospitality, and events. While research has focused on understanding the triggers of transformative experiences, their aftermath... more
Transformative experiences are currently on the rise, and that includes life-changing experiences in tourism, hospitality, and events. While research has focused on understanding the triggers of transformative experiences, their aftermath and long-term changes are less understood. This research aims to explore transformative experiences by mapping out the occurred change within participants through a study of attendee states upon entering and exiting a transformative business event, drawing upon the Event Canvas as a theoretical framework. A qualitative in-situ visual elicitation approach with three components was developed, including drawing upon entry and exit of the event, along with a word association diary. By bridging the latest research on experience design, human transformation and event design, this study contributes to the transformation literature in that it captures the transformative impact in situ. The paper offers practical implications for the intentional design of transformative experiences and discusses suggestions for future research.
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This research note reviews and discusses the state-of-the-art research on event experiences. Through an in-depth literature review, the study bridges events research and experience design to zoom in on transformative event experiences as... more
This research note reviews and discusses the state-of-the-art research on event experiences. Through an in-depth literature review, the study bridges events research and experience design to zoom in on transformative event experiences as an emerging area of interest in events research and practice. A shift from managing events to designing events, as well as a change in the nature of events to human transformation is highlighted. Finally, an agenda for future research is presented that outlines five distinct avenues for deepening our understanding of the mechanisms of transformative event experiences. The paper has important implications for research and practice for designing, facilitating, and guiding future event experiences, particularly those with a transformative potential.
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The arrival of the experience economy has left consumers craving more extraordinary and memorable experiences. Alongside the development of information and communication technologies, consumers can co-create and customise experiences... more
The arrival of the experience economy has left consumers craving more extraordinary and memorable experiences. Alongside the development of information and communication technologies, consumers can co-create and customise experiences during multiphasic customer journeys. To create long-lasting experiences, this paper conceptualises the notion of experience design through the Experience Design Roadmap. Additionally, by integrating design thinking and design principles, it highlights intentionality as the key to orchestrating human-centred, co-created, memorable and transformative tourism experiences.
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In experience economy, every employee is empowered to become an experience designer. Yet, existing service delivery skills relevant may not be enough when it comes to creating memorable experiences. Through a qualitative case study... more
In experience economy, every employee is empowered to become an experience designer. Yet, existing service delivery skills relevant may not be enough when it comes to creating memorable experiences. Through a qualitative case study approach, this study explores employees' necessary competencies and potential barriers hindering employees from designing guest experiences. The paper extends the current knowledge on hospitality experience design by shedding light on the human factor of employees and their role in the intentional, situational, and dynamic facilitation of experiences. This study helps hospitality businesses with an understanding of the requirements to transform employees' process-oriented service-mindsets to empathy-led experience-mindsets.
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The proliferation of digital technologies has received considerable attention in the business landscape. Artificial intelligence (AI) is proclaimed as a transformative technological resource to human experiences, while concrete future... more
The proliferation of digital technologies has received considerable attention in the business landscape. Artificial intelligence (AI) is proclaimed as a transformative technological resource to human experiences, while concrete future scenarios of AI application within contemporary service ecosystems are only little understood. Through the theoretical lens of the service-dominant (S-D) logic and a futures methods approach, this study zooms-in on AI as a resource and sheds light on its bright and dark sides. The theoretical and practical contributions of this paper lie in bridging the S-D logic, AI and tourist experience literature. The developed theoretical model, The Realms of AI Tourist Experiences, holistically shows the positive and negative valences of value formation through AI in tourist experiences, and helps organisations prepare and design for the future of AI-facilitated experiences in tourism destinations and wider service contexts.
Research Interests: Future Studies, Artificial Intelligence, Human Computer Interaction, Information Technology, Tourism Studies, and 10 moreTechnology, Tourism Management, Destination Management, Travel & Tourism, Qualitative Research, Tourism Destination Image and Development, Tourism Destination Marketing, Co-creation, Human behavior, and Value co-destruction
Purpose-In the emerging transformation economy, there is a shift from staging memorable experiences for many to eliciting life-transformative events for one. This study aims to understand how transformative experiences can be guided and... more
Purpose-In the emerging transformation economy, there is a shift from staging memorable experiences for many to eliciting life-transformative events for one. This study aims to understand how transformative experiences can be guided and what prerequisites are needed to elicit human transformation when designing experiences. This study borrows positive psychology as a theoretical lens to explore festivals as a prime context for liminal transformative experiences in the hospitality context. Design/methodology/approach-A constructivist qualitative research design was employed through 31 in-depth interviews. To ensure experience recollection, memory formation and integration of the experience into long-term transformative effects, all interviewees had attended an electronic dance music festival in the past twelve months. Findings-Guided by the PERMA model, the thematic analysis revealed a series of psychological and contextual dimensions around positive emotions (P), engagement (E), relationships (R), meaning (M), accomplishment (A) and liminality that need to occur for transformative experiences, personal growth and self-transcendence to happen. Originality/value-This research bridges the emerging transformation economy, experience design and positive psychology. Grounded in PERMA, the study offers a novel theoretical model that serves as a framework for both transformative experience research and practical experience design. Practical implications-This study provides a guideline for event organisers and experiences designers to intentionally design and occasion positive human experiences in temporal and spatial liminal hospitality consumption contexts. Psychological and contextual dimensions are identified as critical factors in facilitating human transformation.
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Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI... more
Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem.
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Experiences always need to be designed with the visitor in mind. In our society, museums hold a prominent place for human learning and experiences. Museum experiences have become a sophisticated blend of spatial design, exhibit curation... more
Experiences always need to be designed with the visitor in mind. In our society, museums hold a prominent place for human learning and experiences. Museum experiences have become a sophisticated blend of spatial design, exhibit curation and multimedia selection, shaping the overall physical context of the visitor's experience. Driven by the question of how we can create effective visitor learning experiences in contemporary museums, a large-scale mobile eye tracking was conducted. Mobile eye tracking has recently entered tourism research as a novel method to study visitor behaviour in real-life environments and in a non-intrusive manner. The findings reveal that the physical context greatly influences the museum learning experience, and show significant differences in attention and engagement levels across exhibition's elements. The study adds insights on the relationship between visitors' museum learning processes and the physical context, and contributes to the model of contextual learning. Practical implications for museum experience design are offered with regards to spatial experience design and different visitor age segments.
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Sharing economy disrupting aviation: Travelers' willingness to pay. Abstract Purpose-The sharing economy has transformed the tourism industry and continues to disrupt multiple sectors in the global business landscape. This paper aims to... more
Sharing economy disrupting aviation: Travelers' willingness to pay. Abstract Purpose-The sharing economy has transformed the tourism industry and continues to disrupt multiple sectors in the global business landscape. This paper aims to investigate the potential of the sharing economy entering the aviation sector and examines travelers' willingness to pay a premium for shared, private air travel. Design/methodology/approach-The context for the empirical study was the platform JetSmarter, one of the emerging sharing economy platforms in the private aviation sector. A quantitative survey with a random sampling method was adopted to measure customers' willingness to pay premium prices. Findings-The results reveal a glaring interest of commercial air travelers in flying on shared, private aircrafts and show significant differences in the willingness to pay for private aviation. The findings highlight a difference of willingness to pay between customer segments, including Northern American and European customers as well as business and leisure travelers. Originality/value-The study makes a threefold contribution to theory and practice. First, it bridges sharing economy literature and the willingness to pay construct, and with that, expands our understanding on pricing behaviors in a sharing economy context. For tourism businesses, the study is valuable in that it offers concrete pricing suggestions for sharing economy services, when aimed at a premium rather than budget customer segment. Third, the study is novel in that it taps into the aviation sector as a subsector of the sharing economy ecosystem and offers critical implications suggesting the potential of the sharing economy disrupting traditional aviation businesses.
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Due to fast-paced developments in the technological sphere, we witness robots becoming commonplace in hospitality. While research has focused on technical and functional aspects of robots, the ways in which robots could become effective... more
Due to fast-paced developments in the technological sphere, we witness robots becoming commonplace in hospitality. While research has focused on technical and functional aspects of robots, the ways in which robots could become effective members of human service teams are less understood. By taking a human-robot interaction (HRI) lens, this study investigates the impact of integrating non-human service providers into human teams with a focus on trust. A qualitative focus group approach with the LEGO® Serious Play® method is employed to open novel avenues in tourism research, and to build, visualise and distil what human-robot interaction in hospitality frontline teams could look like. The study's contribution is a conceptual framework that reveals three dominant factors of trust and their sub-dimensions necessary for successful future human-robot interaction in frontline teams in tourism, hospitality and the wider service sector.
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The rapid development of Virtual Reality (VR) technology offers new opportunities for the promotion of tourism products and experiences. VR pro-vides potential tourists with a compelling imagery and a chance to get a first im-pression of... more
The rapid development of Virtual Reality (VR) technology offers new opportunities for the promotion of tourism products and experiences. VR pro-vides potential tourists with a compelling imagery and a chance to get a first im-pression of what it feels like to be at a destination. Previous studies have mostly focused on visual and auditory VR experiences and have rather neglected the possibility of adding additional sensory stimuli, i.e. haptic and olfactory feed-back, to a VR experience. This study is novel in that it takes a multisensory ap-proach to VR and examines its impact on the intention to recommend a destina-tion through the lens of presence. A multi-stage laboratory experiment with 64 participants was conducted. The analysis reveals that the stimulation of additional senses does not lead to a significant enhancement of the user’s sense of presence. However, a significant increase in the user’s intention to recommend a destina-tion can be observed. For destination marketers, this study proposes multisensory VR as a novel and effective tool to positively influence travel recommendations.
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The mental image potential visitors have of a destination is a critical factor when making travel decisions. Research has shown that destination image formation correlates with users' involvement with a device or platform, such as virtual... more
The mental image potential visitors have of a destination is a critical factor when making travel decisions. Research has shown that destination image formation correlates with users' involvement with a device or platform, such as virtual reality (VR). While the impact of VR on the formation of a destination image has only received limited attention, literature suggests that the use of VR could have a positive influence on destination image. This study set out to examine the impact of VR on the formation of a destination image in comparison to an identical video viewed on a computer. An experiment with a post-user survey was conducted. The analysis confirms that the higher levels of involvement through using VR goggles do have a positive correlation with destination image formation. For destination marketing, this study suggests VR as a tool to positively influence the image of a destination.
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«Smart tourism» has gained momentum in research fostered by the revolution of the latest generation of information and communication technologies and has rapidly become a leading stream of literature. The concept has permeated governments... more
«Smart tourism» has gained momentum in research fostered by the
revolution of the latest generation of information and communication technologies and has rapidly become a leading stream of literature. The concept has permeated governments and the business sphere and has been accompanied by the quest for developing smart devices, services and tourist destinations. However, experiences as the main focus of smartness development in tourism and destinations have received comparably little attention in the smart discourse. Smart destinations,
as new ecosystems backed by concrete geographical contexts, facilitate the co-creation of a rich, technology-based, smart tourism experience (STE). Yet, a clear definition and examination of the dimensions of what constitutes a smart tourism experience is still to be developed. This paper aims to discuss the main core precedent constructs of STEs, namely: a) technology enhanced experiences and b) smart destinations, to underpin a holistic definition of a smart tourism experience.
Based on an in-depth literature review, a novel conceptual model for this
concept is developed and an agenda for further research is proposed drawing on the identified key themes and dimensions of this construct. By mapping out smart tourism experiences and providing real examples, this research contributes to the theoretical foundations of smart tourism and tourist experiences.
revolution of the latest generation of information and communication technologies and has rapidly become a leading stream of literature. The concept has permeated governments and the business sphere and has been accompanied by the quest for developing smart devices, services and tourist destinations. However, experiences as the main focus of smartness development in tourism and destinations have received comparably little attention in the smart discourse. Smart destinations,
as new ecosystems backed by concrete geographical contexts, facilitate the co-creation of a rich, technology-based, smart tourism experience (STE). Yet, a clear definition and examination of the dimensions of what constitutes a smart tourism experience is still to be developed. This paper aims to discuss the main core precedent constructs of STEs, namely: a) technology enhanced experiences and b) smart destinations, to underpin a holistic definition of a smart tourism experience.
Based on an in-depth literature review, a novel conceptual model for this
concept is developed and an agenda for further research is proposed drawing on the identified key themes and dimensions of this construct. By mapping out smart tourism experiences and providing real examples, this research contributes to the theoretical foundations of smart tourism and tourist experiences.
Research Interests:
‘Smart tourism’ and ‘smart destinations’ have been gaining attention as new frameworks within which to understand the impact the latest information and communication technologies (ICTs) have on the relationship between businesses,... more
‘Smart tourism’ and ‘smart destinations’ have been gaining attention as new frameworks within which to understand the impact the latest information and communication technologies (ICTs) have on the relationship between businesses, destinations and tourists. However, there is a crucial element of the smart tourism ecosystem that has been rather neglected in research hitherto: the tourists themselves. By acknowledging a shift in tourists’ behaviour due to the advent of disruptive factors, this paper conceptualises the recently emerged notion of ‘the smart tourist’. This new type of tourist is profiled through a description of their attitudes and behaviours, and their role within the smart destination scenario is depicted. By taking a consumer-centric perspective and framing the conceptualisation within the relevant theories, this paper contributes to the current body of knowledge on tourism in a highly technological context and facilitates bridging smart tourism theoretical foundations with empirical research. The observed transformation in tourists’ behaviour and its encapsulation in the smart tourist conceptualisation reveal critical managerial implications for both destination management organisations and businesses in the rapidly changing smart tourism ecosystem.
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Purpose – Customer willingness to pay (WTP) was initially set out to estimate the perceived value from a purchasing experience. However, purchasing decisions have changed as value co-creation has become increasingly applied in the... more
Purpose – Customer willingness to pay (WTP) was initially set out to estimate the perceived value from a purchasing experience. However, purchasing decisions have changed as value co-creation has become increasingly applied in the hospitality industry. In adopting a service-dominant (S-D) logic lens, this paper aims to empirically test how co-creation impacts WTP through customer engagement (CE).
Design/methodology/approach – The context for the empirical analysis is the Chinese market, one of the largest online purchasing markets that has been significantly transformed since the proliferation of co-creation. The study is a within-design online experiment with 488 Chinese participants. The analysis makes use of mediation models to evaluate the proposed mechanisms behind co-creation, CE and the moderated role of frequency of stay, and their impacts on WTP.
Findings – The data confirm the hypothesised positive impact of value co-creation on customer WTP. This impact is fully mediated by CE, i.e. CE is the mechanism behind a higher WTP propensity for co-created hotel rooms. Notably, frequency of stay at a hotel, thus positively influencing WTP, does not have a moderated mediation effect on this relationship.
Originality/value – Limited research to date has investigated the price effectiveness of value co-creation in the hospitality context. This study contributes to the S-D logic and value co-creation discourses by testing the effectiveness of these concepts in relation to customer pricing decisions. The study empirically confirms the hypothesised model and provides recommendations for hospitality research and practice.
Design/methodology/approach – The context for the empirical analysis is the Chinese market, one of the largest online purchasing markets that has been significantly transformed since the proliferation of co-creation. The study is a within-design online experiment with 488 Chinese participants. The analysis makes use of mediation models to evaluate the proposed mechanisms behind co-creation, CE and the moderated role of frequency of stay, and their impacts on WTP.
Findings – The data confirm the hypothesised positive impact of value co-creation on customer WTP. This impact is fully mediated by CE, i.e. CE is the mechanism behind a higher WTP propensity for co-created hotel rooms. Notably, frequency of stay at a hotel, thus positively influencing WTP, does not have a moderated mediation effect on this relationship.
Originality/value – Limited research to date has investigated the price effectiveness of value co-creation in the hospitality context. This study contributes to the S-D logic and value co-creation discourses by testing the effectiveness of these concepts in relation to customer pricing decisions. The study empirically confirms the hypothesised model and provides recommendations for hospitality research and practice.
Research Interests: Personality Psychology, Experimental Archaeology, Computer Science, Consumer Experience Management, Hospitality Management, and 8 moreRevenue Management, Service-Dominant Logic, Tourism and Hospitality Marketing, Tourism and Hotel Management, Hotel Management, Value co-creation, Willingness to Pay, and Customer Engagement
Eyetracking research has gained traction in a wide range of contexts and finds increasing application in the travel and tourism domain. Whilst there exists some empirical evidence of eyetracking in tourism, most research to date is... more
Eyetracking research has gained traction in a wide range of contexts and finds increasing application in the travel and tourism domain. Whilst there exists some empirical evidence of eyetracking in tourism, most research to date is restricted to lab environments and desktop computers, or occurs on a small scale. This paper presents a first large-scale mobile eyetracking study through a multiple-stage research design that focuses on the visitor's interactive learning experience in a real-life museum context. Based on an emic visitor perspective, the findings unlock insights into a range of factors that shape the physical context of the museum learning experience. This study makes a theoretical contribution and offers methodological advances to eyetracking research and museum interactive learning experiences. Strategic implications for research and practical recommendations for experience design in a museum are offered.
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Purpose – The paper’s aim is to develop a theoretical framework of value co-creation and value co-destruction of guest-host social practices facilitated through Airbnb in the sharing economy. Design/methodology/approach –This paper makes... more
Purpose – The paper’s aim is to develop a theoretical framework of value co-creation and value co-destruction of guest-host social practices facilitated through Airbnb in the sharing economy.
Design/methodology/approach –This paper makes use of a qualitative online content analysis to extract Airbnb data and to analyse guest reviews and host responses posted in the context of Malta.
Findings – A theoretical framework is proposed revealing six distinct themes of guest-host social practices and their sub-categories, resulting in a spectrum of value dimensions.
Research limitations/implications – This paper collects data from Airbnb properties in Malta, with more narratives posted by guests, implying a dominance of guest views on value co-creation and co-destruction. Findings might have a limited transferability beyond similar sharing economy platforms and tourist destinations.
Practical implications – The paper uncovers guest-host hospitality value co-creation practices, providing concrete examples as to what practices lead to distinct value formation or destruction. By addressing the lack of knowledge about value creation in the sharing economy, strategic implications are offered to the hospitality sector to understand the distinct value propositions Airbnb offers compared to traditional accommodation types.
Originality/value – The paper’s contribution is its theoretical framework of value practices of guests staying at Airbnb-listed accommodations, contributing to a better understanding of the distinct value propositions underlying collaborative consumption offers in the sharing economy.
Design/methodology/approach –This paper makes use of a qualitative online content analysis to extract Airbnb data and to analyse guest reviews and host responses posted in the context of Malta.
Findings – A theoretical framework is proposed revealing six distinct themes of guest-host social practices and their sub-categories, resulting in a spectrum of value dimensions.
Research limitations/implications – This paper collects data from Airbnb properties in Malta, with more narratives posted by guests, implying a dominance of guest views on value co-creation and co-destruction. Findings might have a limited transferability beyond similar sharing economy platforms and tourist destinations.
Practical implications – The paper uncovers guest-host hospitality value co-creation practices, providing concrete examples as to what practices lead to distinct value formation or destruction. By addressing the lack of knowledge about value creation in the sharing economy, strategic implications are offered to the hospitality sector to understand the distinct value propositions Airbnb offers compared to traditional accommodation types.
Originality/value – The paper’s contribution is its theoretical framework of value practices of guests staying at Airbnb-listed accommodations, contributing to a better understanding of the distinct value propositions underlying collaborative consumption offers in the sharing economy.
Research Interests:
Purpose: Drawing upon the theoretical framework of the service dominant (S-D) logic, value co-creation and social practices, this study investigates how value is co-created among guests, hosts and the wider local community in the sharing... more
Purpose: Drawing upon the theoretical framework of the service dominant (S-D) logic, value co-creation and social practices, this study investigates how value is co-created among guests, hosts and the wider local community in the sharing economy context of Airbnb. Design/methodology/approach: A qualitative enquiry through an online content analysis was applied to thematically analyse Airbnb online guest reviews in order to explore the value-creation practices in local tourist experiences in Jamaica. Findings: Based on Airbnb guest and host engagements, a theoretical framework emerges, depicting a) integrated operant and operand resources, b) host-guest value co-creation practices embedded in the destination's authentic culture and c) specific value outcomes. Research limitations/implications: Being grounded in the geographical and cultural context of Airbnbs in Jamaica, the findings are transferable to similar platforms of the sharing economy, tourism contexts and destinations. Practical implications: Critical implications unfold for Airbnb accommodation providers, destination stakeholders and policymakers by revealing a specific set of nuanced social practices that need to occur for local authentic experiences and value to be co-created among guests, hosts and the wider local community.
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Digital technologies have had a great impact on people's everyday lives and transformed work, leisure and travel contexts. The ubiquitous use of technologies has allowed people to connect everyday life and travel, causing blurring... more
Digital technologies have had a great impact on people's everyday lives and transformed work, leisure and travel contexts. The ubiquitous use of technologies has allowed people to connect everyday life and travel, causing blurring boundaries between once separated domains. A wide body of research has investigated how travel, leisure activities and tourist experiences are enhanced through digital technologies, while the notion of 'disconnection' is only starting to receive attention. This paper fills a gap in that it offers a discussion around connectivity and disconnectivity in the travel context and sets an agenda for further research. Methodologically, this study draws upon secondary research and a thematic analysis of a symposium to develop a comprehensive agenda of six areas for research. This paper contributes to (dis)connectivity, tourist experience and work-life balance discourses in the digital age.
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Social media play a key role in tourism and hospitality, transforming the way tourists search, find and co-create information about travel-related products, and changing the way they make hotel-related decisions online. The use and... more
Social media play a key role in tourism and hospitality, transforming the way tourists search, find and co-create information about travel-related products, and changing the way they make hotel-related decisions online. The use and influence of social media on consumers' hotel decision-making process however still remains vague to date. This study aimed to uncover how social media influence consumer behaviour during hotel decision-making through a qualitative semi-structured in-depth interview approach. The findings reveal refined dimensions of social media and their influence on the 'Evaluation stage' of the hotel decision journey. The findings revealed that the way consumers search hotel information have changes, as social media paly an important role influencing their decision-making process. This study makes a theoretical contribution to understanding consumers' hotel decision-making process in a technology-assisted context, and offers implications for hospitality practitioners in highlighting how social media can lead to nuanced decision making in the hotel selection process.
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Society and industries have undergone a profound shift as consumers have shifted from the idea of merely buying products towards playing an active role in the consumption process. With intensified competitiveness and dynamics on a global... more
Society and industries have undergone a profound shift as consumers have shifted from the idea of merely buying products towards playing an active role in the consumption process. With intensified competitiveness and dynamics on a global scale, businesses have increasingly recognised opportunities differentiate themselves by empowering and involving consumers in the co-creation of their consumption experiences. Recent literature has recognised this trend by depicting consumers in multiple roles as participants of the crowd, co-producers of the products and services and co-creators of experiences and value. The possibilities for consumers and companies to engage and co-create in consumption process have been particularly driven by technology as a main catalyst of change. While recent studies have produced a large body of knowledge on co-creation processes, its understanding through the lens of technology in the specific context of tourism remains scarce. In light of these developments, this chapter aims examine the notion of consumer involvement for innovation through technology-facilitated co-creation processes. This chapter contributes in a threefold way, in that it interlinks innovation, co-creation and technology, develops a classification of technology-facilitated co-creation processes in the context of tourism and draws relevant implications for current tourism research and practice.
Research Interests: Marketing, Tourism Studies, Tourism Marketing, Digital Technology, Mobile Technology, and 9 moreManagement of Innovation, Social Media, Service-Dominant Logic, Experience Economy, Open Innovation, Competitive advantage, Information and Communication Technologies, Cocreation, and Service Dominant Logic
Information and communication technologies (ICTs) have become a key resource that has transformed travel and tourist experiences. Due to the increasing ubiquity and mobility of ICTs, they have become integral in creating connected... more
Information and communication technologies (ICTs) have become a key resource that has transformed travel and tourist experiences. Due to the increasing ubiquity and mobility of ICTs, they have become integral in creating connected experiences that interlink travel with everyday life. While recent studies have investigated value co-creation and the enhancement of experiences through ICTs, there is less knowledge about potential value co-destruction when ICTs come into place. This paper provides a first exploratory study to examine technology resource integration by looking at the dichotomous relationship of value co-creation and value co-destruction in connected tourist experiences. By adopting a qualitative in-depth methodology, this study has identified six dimensions, which highlight how value can be created and destroyed through connectedness. The paper contributes to service-dominant logic, resource integration and value creation discourses in a tourism and technology context, for which several theoretical and practical limitations are discussed.
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Recent advances in the field of technology have led to the emergence of innovative technological smart solutions providing unprecedented opportunities for application in the tourism and hospitality industry.With intensified... more
Recent advances in the field of technology have led
to the emergence of innovative technological smart solutions
providing unprecedented opportunities for application in the
tourism and hospitality industry.With intensified competition
in the tourism market place, it has become paramount for
businesses to explore the potential of technologies, not only
to optimize existing processes but facilitate the creation of
more meaningful and personalized services and experiences.
This study aims to bridge the current knowledge gap between
smart technologies and experience personalization to understand
how smart mobile technologies can facilitate personalized
experiences in the context of the hospitality industry. By
adopting a qualitative case study approach, this paper makes a
two-fold contribution; it a) identifies the requirements of smart
technologies for experience creation, including information
aggregation, ubiquitous mobile connectedness and real time
synchronization and b) highlights how smart technology integration can lead to two distinct levels of personalized tourism
experiences. The paper concludes with the development of a
model depicting the dynamic process of experience personalisation and a discussion of the strategic implications for tourism and hospitality management and research.
to the emergence of innovative technological smart solutions
providing unprecedented opportunities for application in the
tourism and hospitality industry.With intensified competition
in the tourism market place, it has become paramount for
businesses to explore the potential of technologies, not only
to optimize existing processes but facilitate the creation of
more meaningful and personalized services and experiences.
This study aims to bridge the current knowledge gap between
smart technologies and experience personalization to understand
how smart mobile technologies can facilitate personalized
experiences in the context of the hospitality industry. By
adopting a qualitative case study approach, this paper makes a
two-fold contribution; it a) identifies the requirements of smart
technologies for experience creation, including information
aggregation, ubiquitous mobile connectedness and real time
synchronization and b) highlights how smart technology integration can lead to two distinct levels of personalized tourism
experiences. The paper concludes with the development of a
model depicting the dynamic process of experience personalisation and a discussion of the strategic implications for tourism and hospitality management and research.
Research Interests: Information Technology, Tourism Studies, Tourism Marketing, Hospitality Management, Mobile Technology, and 10 moreCustomer Relationship Management (CRM), Hospitality, Tourism, Travel and Tourism Industry, Smart Cities, Hospitality Operations Management, Information and Communication Technologies, Hotel Management, CUSTOMER EXPERIENCE MANAGEMENT, and Smart Tourism and Smart City
Information and communication technologies (ICTs) have had a major impact on the way people experience travel. Tourism research and management have been increasingly interested in exploring the role of ICTs as a potential catalyst of... more
Information and communication technologies (ICTs) have had a major impact on the way
people experience travel. Tourism research and management have been increasingly interested
in exploring the role of ICTs as a potential catalyst of change that enhances tourist experiences.
While generic technology adoption barriers are known, there is little knowledge about the
specific technological enablers and barriers that determine the potential enhancement of tourist
experiences. This paper thus addresses a timely matter as it identifies the key enablers and
barriers as well as their implied consequences that shape the enhancement of tourist
experiences. Through an exploratory qualitative approach, this study contributes by developing
a two-factor model of experience enablers and barriers. Theoretical implications are discussed
and strategic implications for tourism management and policy are provided on what actions
need to be taken to convert existing ICTs insufficiencies into potential experience enablers.
people experience travel. Tourism research and management have been increasingly interested
in exploring the role of ICTs as a potential catalyst of change that enhances tourist experiences.
While generic technology adoption barriers are known, there is little knowledge about the
specific technological enablers and barriers that determine the potential enhancement of tourist
experiences. This paper thus addresses a timely matter as it identifies the key enablers and
barriers as well as their implied consequences that shape the enhancement of tourist
experiences. Through an exploratory qualitative approach, this study contributes by developing
a two-factor model of experience enablers and barriers. Theoretical implications are discussed
and strategic implications for tourism management and policy are provided on what actions
need to be taken to convert existing ICTs insufficiencies into potential experience enablers.
Research Interests:
With the increasing mobility and the emergence of social information and communication technologies, the tourist has turned into a connected consumer. In using the range of technologies available, tourists are now able to connect with... more
With the increasing mobility and the emergence of social information and communication technologies, the tourist has turned into a connected consumer. In using the range of technologies available, tourists are now able to connect with their social circles to engage, share and co-create their tourist experiences online. While the significance of co-creation has been widely recognised, there is a major gap in understanding on what levels technology-facilitated co-creation can occur. This paper therefore aims to uncover the dimensions of social connectedness and develop a differentiated knowledge of how exactly tourists co-create through ICTs. The findings reveal six distinct dimensions that can be positioned on a social intensity continuum, ranging from disconnection to social co-living of the experience. In revealing social connectedness to everyday life and the home environment, this study highlights key implications for the existing theoretical understanding of tourist experience portrayed as a reversal from of the everyday life. Implications for further research and practice are discussed.
Research Interests:
Experiences constitute the essence of the tourism industry. While literature has recognised the recent impact of technology on experiences, its empirical exploration remains scarce. This study addresses the gap by empirically exploring... more
Experiences constitute the essence of the tourism industry. While literature has recognised the recent impact of technology on experiences, its empirical exploration remains scarce. This study addresses the gap by empirically exploring five leading industry cases to generate a holistic understanding of technology enhanced tourism experiences. The main contribution of this paper lies in the development of a nine-field experience typology matrix based on the increasing intensity of co-creation and technology implementation. The final contribution of this study is the development of an experience hierarchy and discussing its relevance for experience enhancement in tourism research and practice.
Research Interests: Information Technology, Tourism Studies, Tourism Marketing, Services Marketing and Management, Hospitality Management, and 12 moreCase Study Research, Social Media, Etourism, Hospitality, Destination Management Organisation (DMO) Governance, Tourism Destination Marketing, Tourism and Hospitality Marketing, Co-creation, Service Dominant Logic (S-D Logic), CUSTOMER EXPERIENCE MANAGEMENT, eTourism–Information Technology for Strategic Tourism Management, ICT, and Tourism Experience
The notion of experiences constitutes an important concept in the context of travel and tourism. Tourism experiences are increasingly determined by experience co-creation and technology use. Considering the lack of literature addressing... more
The notion of experiences constitutes an important concept in the context of travel and tourism. Tourism experiences are increasingly determined by experience co-creation and technology use. Considering the lack of literature addressing these changes, this paper has the aim to discuss the importance of co-creation and technology in the creation of enhanced
experiences and higher value for the tourist. The paper contributes by conceptualising a fourquadrant Tourism Experience Value Matrix and by suggesting that with the increasing intensification of co-creation and technology-use, the value for the tourist can be maximised leading to enhanced tourism experiences. The paper conceptually differentiates between four major types of tourism experiences to provide a better understanding of their respective value progression and discusses its implications for tourism practice and research.
experiences and higher value for the tourist. The paper contributes by conceptualising a fourquadrant Tourism Experience Value Matrix and by suggesting that with the increasing intensification of co-creation and technology-use, the value for the tourist can be maximised leading to enhanced tourism experiences. The paper conceptually differentiates between four major types of tourism experiences to provide a better understanding of their respective value progression and discusses its implications for tourism practice and research.
Research Interests:
Experiences represent the core of the tourism and hospitality industry. Companies seek to create unique and personalised experiences by addressing the needs and wants of contemporary consumers who are looking for something new. While the... more
Experiences represent the core of the tourism and hospitality industry. Companies seek to create unique and personalised experiences by addressing the needs and wants of contemporary consumers who are looking for something new. While the importance of experiences is unquestioned, the understanding of how to use technology to create personalised experiences is limited in tourism theory and practice. Based on this rationale, this paper aims to explore how companies can strategically use technology to create personalised high-touch guest experiences. Following a single case study approach, this paper contributes by developing a process model proposing technology as a platform of co-creation. A two-fold information and experience flow is introduced between companies and consumers throughout multiple experience touch points. This exploratory study suggests high-tech as a critical factor in the co-creation and facilitation of high-touch experiences.
Research Interests:
The notion of creating rich and memorable experiences for consumers constitutes a prevalent concept in the tourism industry. With the proliferation of destination choices and increasing competition, it has become critical for destinations... more
The notion of creating rich and memorable experiences for consumers constitutes a prevalent concept in the tourism industry. With the proliferation of destination choices and increasing competition, it has become critical for destinations to find innovative ways to differentiate their products and create experiences that provide distinct value for the tourist. However, currently two major paradigm shifts are drastically changing the nature of experiences, the understanding of which is crucial for destinations to create successful experiences in the future. Experiences are transforming as (a) consumers now play an active part in co-creating their own experiences and (b) technology is increasingly mediating experiences. Despite the amount of literature recognising the impact of technology on experiences, a holistic conceptualisation of this change is missing. This paper thus raises the need to conflate the two-fold paradigm shift and calls for new reflections on the creation of experiences. The aim is to explore technology as a source of innovation to co-create enhanced destination experiences. The paper contributes on three levels: by introducing and conceptualising a new experience creation paradigm entitled Technology Enhanced Destination Experiences, by proposing an extended destination experience co-creation space in the pre/during/post phases of travel and by discussing managerial implications of this development for the future creation and management of experiences in a destination context.
Research Interests: Information Technology, Tourism Studies, Tourism Marketing, Tourism Management, Mobile Technology, and 13 moreDestination Management, Information Communication Technology, Social Media, ICT, Etourism, Service-Dominant Logic, Experience Economy, Destination Management Organisation (DMO) Governance, Tourism Destination Marketing, Tourism, Co-creation, Destination Marketing, and Destination Management and Marketing
"The notion of consumers increasingly striving for experiences constitutes a prevalent concept, particularly in tourism, as one of the largest experience creating industries. The recent impact of information and communication technologies... more
"The notion of consumers increasingly striving for experiences constitutes a prevalent concept, particularly in tourism, as one of the largest experience creating industries. The recent impact of information and communication technologies has profoundly changed the nature of tourist experiences, the understanding of
which is crucial for creating and delivering competitive experiences in the future. However, there is evidence that experiences in a technology-mediated context are currently little understood. This led to the purpose of this paper to conceptualise the new phenomenon Technology-Enabled Enhanced Tourist Experiences to understand, manage and create these experiences in the future."
which is crucial for creating and delivering competitive experiences in the future. However, there is evidence that experiences in a technology-mediated context are currently little understood. This led to the purpose of this paper to conceptualise the new phenomenon Technology-Enabled Enhanced Tourist Experiences to understand, manage and create these experiences in the future."
Research Interests:
Research Interests:
Location based services have gained increasing importance for the tourism industry in recent years. However, a real breakthrough to the mass market has not been fully achieved yet, due to a number of potential reasons, inter alia,... more
Location based services have gained increasing importance for the tourism industry in recent years. However, a real breakthrough to the mass market has not been fully achieved yet, due to a number of potential reasons, inter alia, institutional circumstances, drawbacks in technology and missing understanding of the real values inherent in location based services. Preliminary literature still indicates a lack of research in terms of understanding consumers’ perceptions towards location based services from a consumer-centric rather than a technology-focused perspective. Therefore, the aim of this particular study is to investigate the actual consumer perceived value of touristic location based services. An exploratory sequential strategy is applied to develop and test a six-dimensional measurement scale. The findings suggest the extension of the original model by two new value dimensions, namely informational and convenience value. Further need for research and managerial implications are provided.
Research Interests:
Travel has once been truly unconnected, with travelling being the means to get away and escape from everyday life. The technological revolution has changed this and turned tourists into connected consumers, who remain in contact with... more
Travel has once been truly unconnected, with travelling being the means to get away and escape from everyday life. The technological revolution has changed this and turned tourists into connected consumers, who remain in contact with anyone, anytime and anywhere. While we all know the great benefits of technology, people are increasingly overwhelmed by the dominant technology use in everyday life and travel. This talk looks at both sides of the coin and tackles the controversy between connecting and disconnecting. The talk also provide insights nto Barbara’s own ‘digital detox walking’ experience where she entirely disconnected for three weeks. Several questions are discussed: Why do we find it difficult to disconnect? How can we disconnect? And why is it important to disconnect from time to time in an always connected world?
Research Interests:
In the 21st century, two main paradigm shifts happened. First, people are in search of more unique, memorable and co-created consumption experiences. Second, technology has become a catalyst of change that has revolutionised not only our... more
In the 21st century, two main paradigm shifts happened. First, people are in search of more unique, memorable and co-created consumption experiences. Second, technology has become a catalyst of change that has revolutionised not only our everyday life, but numerous industries. It has essentially transformed the way we buy, consume and travel. This talk answers questions on how we can combine experiences, co-creation and ICTs to create innovative and contemporary consumer-driven experiences. How can we facilitate technology enhanced consumer experiences? Who is delivering industry best-practice examples? What technologies can we implement to facilitate such experiences?
Research Interests:
Co-creation has become a key idea of the 21st century. It recognises the power of actively involving your consumers in the production and consumption of products, services and experiences. This talk provides answers to several questions.... more
Co-creation has become a key idea of the 21st century. It recognises the power of actively involving your consumers in the production and consumption of products, services and experiences. This talk provides answers to several questions. What exactly is co-creation? How can apply the principles of co-creation in the service and tourism domain? Who are the actors and stakeholders in co-creation? How can I use technology to bring co-creation to a new level? Is co-creation the new tool to achieve competitiveness?
Research Interests:
The notion of consumers increasingly striving for experiences constitutes a prevalent concept in today’s experience economy. The significance of experiences in both tourism research and practice has been acknowledged by literature in the... more
The notion of consumers increasingly striving for experiences constitutes a prevalent concept in today’s experience economy. The significance of experiences in both tourism research and practice has been acknowledged by literature in the past. However, given the recent impact of technology on tourist experiences, there is evidence for a prevailing insufficient understanding of the experience in a technology-mediated context. Considering that the changing nature of the tourist experience needs to be understood in order to create and deliver competitive experiences in the future, a revision of the concept is indispensible. Based on this rationale, the doctoral research aims to explore how technologies can be used to enhance the tourist experience for the tourist throughout all stages, i.e. pre/during/post, of the travel process. Theoretical contribution in terms of developing a holistic framework to understand and measure the technology enhanced tourist experience by adopting a mixed methods approach will be provided.
Location based services have gained increasing importance for the tourism industry in recent years. However, a real breakthrough to the mass market has not been fully achieved yet, due to a number of potential reasons, inter alia,... more
Location based services have gained increasing importance for the tourism industry in recent years. However, a real breakthrough to the mass market has not been fully achieved yet, due to a number of potential reasons, inter alia, institutional circumstances, drawbacks in technology and missing understanding of the real values inherent in location based services. Preliminary literature still indicates a lack of research in terms of understanding consumers’ perceptions towards location based services from a consumer-centric rather than a technology-focused perspective. Therefore, the aim of this particular study is to investigate the actual consumer perceived value of touristic location based services. An exploratory sequential strategy is applied to develop and test a six-dimensional measurement scale. The findings suggest the extension of the original model by two new value dimensions, namely informational and convenience value. Further need for research and managerial implications are provided.
The notion of consumers increasingly striving for experiences constitutes a prevalent concept, initially shaped by Pine and Gilmore, who developed the prominent notion of the experience economy. The staging of experiences has become... more
The notion of consumers increasingly striving for experiences constitutes a prevalent concept, initially shaped by Pine and Gilmore, who developed the prominent notion of the experience economy. The staging of experiences has become crucial for companies as products have become increasingly commodified and competitive advantage is only obtained by providing unique and memorable experiences to the consumer. However, there is evidence that the company-centric idea of staging in the experience economy is gradually being substituted by the principles of experience co-creation, which recognise active consumers in co-creating their experiences conjointly with the company in quest for personal growth.
These latest evolutions in the field of experience show that the significance of experiences in both tourism research and practice is unabated. Despite the high relevance of experience research, which has been manifested in vast literature over the past decades, there is evidence for a prevailing insufficient understanding of the use of technology in the tourist experience. The proliferation of information and communication technologies in tourism has had fundamental impacts by changing the nature of the tourist experience distinctively.
Based on the assumptions of a current missing understanding of the tourist experience in a technology-mediated environment and the need to understand the nature of the technology enhanced experience in order to facilitate the co-creation of experiences between the company and the consumer, a holistic revision of this concept is imperative.
Upon this rationale, the present doctoral research aims to generate an understanding of how tourist experiences can be enhanced by technologies throughout all stages, i.e. pre/during/post stage of the travel process. This study will provide a theoretical contribution to the current understanding of the tourist experience in a technology-mediated context and the novel concept of experience co-creation for the future creation of technology enhanced tourist experiences.
These latest evolutions in the field of experience show that the significance of experiences in both tourism research and practice is unabated. Despite the high relevance of experience research, which has been manifested in vast literature over the past decades, there is evidence for a prevailing insufficient understanding of the use of technology in the tourist experience. The proliferation of information and communication technologies in tourism has had fundamental impacts by changing the nature of the tourist experience distinctively.
Based on the assumptions of a current missing understanding of the tourist experience in a technology-mediated environment and the need to understand the nature of the technology enhanced experience in order to facilitate the co-creation of experiences between the company and the consumer, a holistic revision of this concept is imperative.
Upon this rationale, the present doctoral research aims to generate an understanding of how tourist experiences can be enhanced by technologies throughout all stages, i.e. pre/during/post stage of the travel process. This study will provide a theoretical contribution to the current understanding of the tourist experience in a technology-mediated context and the novel concept of experience co-creation for the future creation of technology enhanced tourist experiences.
The personalisation-privacy paradox demonstrates a twofold effect of tourists' awareness about personalisation on their experience. Compulsory personal data agreements under the GDPR and similar legislation acts raise tourists' concerns... more
The personalisation-privacy paradox demonstrates a twofold effect of tourists' awareness about personalisation on their experience. Compulsory personal data agreements under the GDPR and similar legislation acts raise tourists' concerns regarding privacy and security. The role of tourist awareness about the value of data-driven personalisation in their co-creation behaviour remains underexplored. This paper applies an exploratory experiment methodology to identify the effects of information about personalisation on tourists' experience with travel information websites. It triangulates the data from eye-tracking and self-report techniques, to compare the co-creating behaviour of respondents who have or have not been informed about the value of personal-isation. The study demonstrates the presence of a personalisation-privacy paradox. It further reveals that awareness about data-driven personalisation motivates tourists to reinforce value co-creation by ensuring the accuracy of information filtering. The study advances our understanding of tourist digital behaviour and provides insights for the design of personalised information services.