The far-reaching impact of digitalization has fundamentally transformed the travel industry, reshaping business models and altering how travellers access services. This transformation is primarily attributed to the widespread adoption of mobile devices and smartphones (Wang et al., 2014; Tanti & Buhalis, 2017). In this dynamic milieu characterised by increasingly connected and informed travellers, understanding the customer journey (Lemon & Verhoef, 2016; Yachin, 2018) has become pivotal for deciphering traveller experiences and informing strategic decision-making. This research contributes to the expanding body of knowledge investigating the influence of digital technologies on the travel experience (TX) (Ballina et al. 2019; Pencarelli, 2020; Grundner & Neuhofer, 2021; Lima et al. 2023; Kartika & Nasution, 2023; Tsiotsou & Goldsmith, 2023). The novelty of this study lies in its holistic approach, offering a comprehensive and integrated understanding of how digital technologies influence the traveller experience throughout all stages of the customer journey. This approach addresses a key limitation in existing literature in the tourism field, where studies have often focused on specific stages of the customer journey (e.g. pre-purchase stage, Simoni et al., 2022; booking phase, Pencarelli et al., 2021) or specific technologies (e.g. social media, Pop et al., 2022; artificial intelligence, Bisoi et al., 2020; metaverse, Zhong et al. 2023). The study explores the evolution of academic discourse on technology-influenced TX (RQ1); examines the influence of digital technologies on TX along the customer journey (RQ2), and sheds light on how digital technologies guide TX through the various stages of the customer journey (RQ3). It initially employed a quantitative approach to map the literature, using bibliometric analysis conducted with open-source software Biblioshiny 4.2.3 from RStudio. Subsequently, a qualitative approach based on content analysis is adopted to understand how people use technologies during the travel experience. A systematic literature review (SLR) was conducted, following Kitchenham's scheme (2004) and incorporating the PRISMA statement (Moher et al., 2015). The analysis examined 584 English articles published in the period 2013-2024, focusing on the domains of "customer journey," "digital technology," and "travel" within the article title, abstract, or keywords. The preliminary results of our research indicate a significant influence of digital technologies on TX. Quantitative analysis revealed a substantial increase in publications on this topic in recent years, with a primary focus on technologies such as smartphones and social networks (Wozniak et al., 2018; Cuomo et al., 2021; Hu & Olivieri, 2021). In parallel, the qualitative approach offered detailed insights into how travellers use technologies at different stages of the TX. The study demonstrates that digital technologies can enhance TX in terms of autonomy, personalisation, efficiency, and engagement, aligning with previous research findings (Ponsignon & Derbaix, 2020; Flaviàn et al., 2021). Furthermore, it introduces the concept of the Traveller’s Digital Journey (TDJ), contextualising the use of digital technologies at the stages of TX, offering a theorisation of the TDJ that enriches the existing literature from a theoretical perspective. From a managerial standpoint, industry players can leverage data and analytics to codify ad hoc marketing strategies to deliver tailored experiences that align with the evolving needs of travellers in the digital landscape. Further research is imperative, particularly concerning emerging technologies such as virtual and augmented reality, artificial intelligence, and the metaverse, to comprehensively comprehend their potential impact on the tourism industry. Additionally, forthcoming studies should prioritise exploring the ethical dimensions associated with the integration of technology in travel, addressing concerns such as privacy and responsible use of data. Recognising the escalating significance of digital well-being is crucial to promoting positive and sustainable tourism experiences.
Travelling in the digital era: a systematic literature review of digital technologies' influence on the travel experience
Confetto Maria Giovanna;Normando Mara
2024-01-01
Abstract
The far-reaching impact of digitalization has fundamentally transformed the travel industry, reshaping business models and altering how travellers access services. This transformation is primarily attributed to the widespread adoption of mobile devices and smartphones (Wang et al., 2014; Tanti & Buhalis, 2017). In this dynamic milieu characterised by increasingly connected and informed travellers, understanding the customer journey (Lemon & Verhoef, 2016; Yachin, 2018) has become pivotal for deciphering traveller experiences and informing strategic decision-making. This research contributes to the expanding body of knowledge investigating the influence of digital technologies on the travel experience (TX) (Ballina et al. 2019; Pencarelli, 2020; Grundner & Neuhofer, 2021; Lima et al. 2023; Kartika & Nasution, 2023; Tsiotsou & Goldsmith, 2023). The novelty of this study lies in its holistic approach, offering a comprehensive and integrated understanding of how digital technologies influence the traveller experience throughout all stages of the customer journey. This approach addresses a key limitation in existing literature in the tourism field, where studies have often focused on specific stages of the customer journey (e.g. pre-purchase stage, Simoni et al., 2022; booking phase, Pencarelli et al., 2021) or specific technologies (e.g. social media, Pop et al., 2022; artificial intelligence, Bisoi et al., 2020; metaverse, Zhong et al. 2023). The study explores the evolution of academic discourse on technology-influenced TX (RQ1); examines the influence of digital technologies on TX along the customer journey (RQ2), and sheds light on how digital technologies guide TX through the various stages of the customer journey (RQ3). It initially employed a quantitative approach to map the literature, using bibliometric analysis conducted with open-source software Biblioshiny 4.2.3 from RStudio. Subsequently, a qualitative approach based on content analysis is adopted to understand how people use technologies during the travel experience. A systematic literature review (SLR) was conducted, following Kitchenham's scheme (2004) and incorporating the PRISMA statement (Moher et al., 2015). The analysis examined 584 English articles published in the period 2013-2024, focusing on the domains of "customer journey," "digital technology," and "travel" within the article title, abstract, or keywords. The preliminary results of our research indicate a significant influence of digital technologies on TX. Quantitative analysis revealed a substantial increase in publications on this topic in recent years, with a primary focus on technologies such as smartphones and social networks (Wozniak et al., 2018; Cuomo et al., 2021; Hu & Olivieri, 2021). In parallel, the qualitative approach offered detailed insights into how travellers use technologies at different stages of the TX. The study demonstrates that digital technologies can enhance TX in terms of autonomy, personalisation, efficiency, and engagement, aligning with previous research findings (Ponsignon & Derbaix, 2020; Flaviàn et al., 2021). Furthermore, it introduces the concept of the Traveller’s Digital Journey (TDJ), contextualising the use of digital technologies at the stages of TX, offering a theorisation of the TDJ that enriches the existing literature from a theoretical perspective. From a managerial standpoint, industry players can leverage data and analytics to codify ad hoc marketing strategies to deliver tailored experiences that align with the evolving needs of travellers in the digital landscape. Further research is imperative, particularly concerning emerging technologies such as virtual and augmented reality, artificial intelligence, and the metaverse, to comprehensively comprehend their potential impact on the tourism industry. Additionally, forthcoming studies should prioritise exploring the ethical dimensions associated with the integration of technology in travel, addressing concerns such as privacy and responsible use of data. Recognising the escalating significance of digital well-being is crucial to promoting positive and sustainable tourism experiences.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
