An Exploration of the Technology Enhanced Tourist Experience

Goal and objectives of the dissertationGoalTo explore how tourist experiences can be enhanced by ICTs, through companyconsumer experience co-creation, in the pre/during/post stages of the travel processObjectives1. To explore the changing nature of the tourist experience and the experience cocreation process in terms of the implementation of ICTs in the pre/during/post stages of the travel process2. To identify the granular elements of the tourist experience3. To explore the role of ICTs in enhancing the tourist experience and the experience cocreation process from a two-fold companyconsumer perspective4. To identify the factors that constitute a Technology Enhanced Tourist Experience5. To develop a holistic theoretical model of the Technology Enhanced Tourist ExperienceMethodologyGrounded in the paradigm of pragmatism, a comprehensive qualitative mixed methods research (MMR) strategy was adopted. The MMR design, coined by Morse (2010), is a novel methodology that contributes to the broader understanding of the qualitative enquiry. For this study, a sequential threephase design was employed, consisting of an initial Qual component, followed by two principal QUAL components. Phase 1 consisted of a content analysis of journal articles to elicit the granular elements that constitute a tourist experience. Phase 2 was conducted by means of a multiple case study approach to understand how the tourist experience and co-creation can be enhanced through ICTs, from a company perspective. In Phase 3, semi-structured in-depth interviews were undertaken to understand how the tourist experience and co-creation can be enhanced through ICTs, from a consumer perceptive. The combination of these three qualitative methods generated answers to the five objectives and allowed developing a holistic understanding of the Technology Enhanced Tourist Experience.ResultsThis thesis presents the first study to explore the Technology Enhanced Tourist Experience and to create a theoretical foundation of this novel concept. The most significant findings contribute to knowledge on four main levels. First, the findings reveal a comprehensive understanding of the granular elements of the tourist experience. Second, a two-fold company and consumer actor perspective on technology facilitated experience co-creation has emerged, shedding light on how actors integrate ICTs as a resource for experience creation and enhancement. Third, a detailed enhancement process of the tourist experience through ICTs was identified, depicting the process of how a tourist experience can be turned into a Technology Enhanced Tourist Experience. Finally, the findings present a holistic model that depicts the twelve distinct factors of the Technology Enhanced Tourist Experience.These findings are significant in that they make an original contribution to the services marketing and management discipline on a wider level and the three theoretical streams of a) tourist experience, b) co-creation and c) ICTs in specific. The strength of this work lies in developing several conceptualisations and graphical models that advance the servicedominant logic and provide strategic implications for services marketing and management practice. This thesis has wider implications and makes an impact on a global business, societal, technological and policy level beyond.Theoretical conclusionsOne of the core strengths of this thesis resides in its rich and manifold contributions to theory. In being the first study to explore, conceptualise and explain the concept of the Technology Enhanced Tourist Experience, it has developed a holistic landscapeknowledge of an emerging phenomenon. By amalgamating three hitherto separated concepts, this study makes a theoretical advancement of the streams of the theoretical framework of the tourist experience, experience and value co-creation and the field of ICTs. In these realms, theoretical contributions are offered through new models depicting the technology-enhanced experience co-creation process, the technology enhancement process and the holistic Technology Enhanced Tourist Experience model. …