Smart Tourism and Co-Creation of the Tourism Experience: Netnographic Possibilities and Technological Perspectives

Abstract

With the union of information and communication technologies, tourism is continuing a genuine transition to e-tourism. This mutation of ICT and the advent of the virtual community are constantly transforming the behavior of both producers and consumers of tourism products. While tourism companies continue to make massive use of the media, particularly social networks, to win over new customers, tourists, on the other hand, are looking to use them as a lever to actively participate in the creation of experiential value. So, to what extent does the use of social networks encourage the co-creation of the tourist experience, and how can future technologies modify tourist experiences? Through a qualitative netnographic study, the authors found that social networks actively contribute to the co-creation of tourism value, especially via the informational, interactive, and curatorial dimensions.