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Tourism and Hospitality
Special Issues
Digital Transformation in Hospitality and Tourism
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Digital Transformation in Hospitality and Tourism

A special issue of Tourism and Hospitality (ISSN 2673-5768).

Deadline for manuscript submissions: 30 June 2026 | Viewed by 8242

Special Issue Editor

Dr. Cathrine Linnes

E-Mail Website
Guest Editor
Department of Computer Science and Economics, Østfold University College, Halden, Norway
Interests: digital society; economic sustainability; sustainable tourism; higher education; applied technology

Special Issue Information

Dear Colleagues,

The ongoing digital transformation in the hospitality and tourism sector signals a shift toward smarter, more personalized, and more connected customer service experiences. Emerging technologies such as artificial intelligence (AI), big data analytics, the Internet of Things (IoT), virtual and augmented reality, and blockchain are increasing operational efficiency while enabling more personalized, secure, and immersive guest experiences. At the same time, the rise of sharing economy platforms, virtual events, and synthetic media technologies can challenge the hospitality and tourism industry.

Evolving customer expectations, increasing competitive pressures, and the imperative for sustainability, inclusion, and digital resilience are driving fundamental shifts in the hospitality and tourism industries. They also raise important questions about data privacy, cybersecurity (such as zero trust architectures), algorithmic transparency, and the future of human work in service contexts.

We encourage theoretical, empirical, and transdisciplinary articles that rigorously assess these trends and offer proposals for how the sector may adapt and innovate in a rapidly digitalizing context.

Dr. Cathrine Linnes
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Tourism and Hospitality is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1200 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • digital transformation in tourism
  • hospitality technology
  • smart tourism
  • platform-based hospitality
  • virtual and hybrid travel experiences
  • tourism security and privacy
  • trust in digital tourism services
  • digital innovation in tourism
  • digital sustainability in tourism
  • synthetic media and destination marketing

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Published Papers (7 papers)

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Research

23 pages, 1079 KB  
Article
Adoption of Artificial Intelligence in Micro and Small Hospitality Enterprises: The Role of Organisational Characteristics and Managers’ Attitudes Toward AI in Relation to Operating Revenues
by Marko Kukanja and Tanja Planinc
Tour. Hosp. 2025, 6(5), 268; https://doi.org/10.3390/tourhosp6050268 (registering DOI) - 6 Dec 2025
Abstract
This study examines the adoption of artificial intelligence (AI) among micro and small hospitality enterprises in Slovenia, a small EU economy where digital transformation remains limited. It explores how organisational characteristics and managers’ attitudes toward AI are related to its adoption and firms’ [...] Read more.
This study examines the adoption of artificial intelligence (AI) among micro and small hospitality enterprises in Slovenia, a small EU economy where digital transformation remains limited. It explores how organisational characteristics and managers’ attitudes toward AI are related to its adoption and firms’ operating revenues. Data were collected from 286 accommodation and food-and-beverage enterprises through a structured questionnaire completed by managers or owner–managers, complemented by secondary official financial data. Using ordinary least squares regression, the analysis examined associations among organisational characteristics, managerial attitudes, AI use intention and adoption, and financial performance. The results indicate that firm size and structural features alone are not closely linked to digital transformation. AI adoption shows stronger associations with managers’ positive attitudes and with factors such as non-family ownership and smaller firm size. The overall General Attitudes toward AI Scale (GAAIS) score showed no direct relationship with revenue, but two specific items—enthusiasm for AI and recognition of business opportunities—were positively associated with higher revenues. Among AI tools, only smart text editors and CRM systems were statistically associated with revenues, suggesting that better-performing firms are more likely to use simpler, more affordable technologies. The study provides contextual evidence on behavioural and organisational dimensions of AI adoption in resource-constrained hospitality SMEs. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
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19 pages, 335 KB  
Article
The Digital Extended Self of Influencers: A Case Study of a Travel Channel
by Raphaela Trezza Lima, André Falcão Durão, Julio Cesar Ferro de Guimarães, André Riani Costa Perinotto and Nathaly Pereira da Silva
Tour. Hosp. 2025, 6(5), 262; https://doi.org/10.3390/tourhosp6050262 - 1 Dec 2025
Viewed by 193
Abstract
This article analyzes the construction of the Digital Extended Self of digital influencers from the travel channel Travel Channel, drawing on R. W. Belk’s theory. The study employs a qualitative exploratory–descriptive approach, using a case study as its methodological strategy. Data collection involved [...] Read more.
This article analyzes the construction of the Digital Extended Self of digital influencers from the travel channel Travel Channel, drawing on R. W. Belk’s theory. The study employs a qualitative exploratory–descriptive approach, using a case study as its methodological strategy. Data collection involved analyzing five podcast interviews with the channel’s founders, along with videos published between 2022 and 2024. In addition, viewer comments on these videos were extracted and examined. All materials were analyzed using Bardin’s content analysis. The results reveal a strong presence of the Extended Self dimensions, co-construction, and sharing, showing that interaction with the audience actively shapes the influencers’ identity and content. The dimensions of dematerialization (e.g., cloud storage) and distributed memory (the use of digital records as extensions of memory) were also evident. Reincarnation (the use of avatars or personas) was the least observed dimension, a finding attributed to the influencers’ authentic style and focus on real-life experiences. Overall, the Digital Extended Self of the Travel Channel emerges as a genuine and organically constructed entity, resulting in an aggregated Self that reflects a strong connection with its audience. This research provides valuable insights into how Belk’s theory can be applied to the in-depth analysis of digital materials. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
21 pages, 675 KB  
Article
Digital Pathways to Sustainability: Eco-Travel Apps and Gen Z’s Eco-Friendly Travel Behaviors
by Zehra Saltik, Orhan Uludag and Berislav Andrlić
Tour. Hosp. 2025, 6(5), 247; https://doi.org/10.3390/tourhosp6050247 - 18 Nov 2025
Viewed by 659
Abstract
This study examines the interrelations among the perception of Gen Z towards tourism’s negative environmental impacts, adoption intentions of eco-friendly travel apps, and attitudes towards the value of these apps, as well as the mediating roles of adoption intention and attitude towards the [...] Read more.
This study examines the interrelations among the perception of Gen Z towards tourism’s negative environmental impacts, adoption intentions of eco-friendly travel apps, and attitudes towards the value of these apps, as well as the mediating roles of adoption intention and attitude towards the value of eco-friendly travel apps in the relations between tourism’s perceived negative environmental impacts and sustainable travel behavior. Methodologically, this study extends the Theory of Planned Behavior by incorporating adoption intention and attitude towards eco-friendly travel apps as mediators between perception and sustainable behavior. This integrated model offers a novel application of TPB within digital sustainability contexts. This study reveals that awareness of tourism’s environmental consequences positively impacts the intention to use eco-friendly travel apps and fosters sustainable travel behaviors. These findings highlight and underscore the role of attitudes and technological adoption in sustainable tourism. This study offers some recommendations for future researchers to explore whether the current findings are consistent across different cultural contexts as well as for practitioners to make several practical recommendations to encourage sustainable travel behaviors among young travelers. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
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25 pages, 3024 KB  
Article
K-Pop Demon Hunters and Digital Cultural Diplomacy: Measuring Brand Identity-Image Convergence in Animated K-Content
by Seung-Chul Yoo
Tour. Hosp. 2025, 6(5), 236; https://doi.org/10.3390/tourhosp6050236 - 6 Nov 2025
Viewed by 1753
Abstract
This study proposes the Brand Identity–Image Convergence Model (BIICM) as an integrative framework for analyzing how animated cultural content contributes to nation branding within digital ecosystems. Focusing on the global reception of K-Pop Demon Hunters, the research examines 12,000 YouTube comments in [...] Read more.
This study proposes the Brand Identity–Image Convergence Model (BIICM) as an integrative framework for analyzing how animated cultural content contributes to nation branding within digital ecosystems. Focusing on the global reception of K-Pop Demon Hunters, the research examines 12,000 YouTube comments in six languages to assess the degree of alignment between Korea’s domestic brand identity aspirations and its international brand image perceptions. The BIICM operationalizes convergence through computational text analysis of user-generated content, enabling empirical measurement across six brand dimensions. Findings reveal substantial variation among these dimensions: while entertainment excellence demonstrated strong congruence between domestic and international perceptions, dimensions such as modern innovation and tourism appeal exhibited significant divergence. Complementary social network analysis identified distinct communicative structures across linguistic communities, with Korean networks displaying higher density and foreign networks greater modularity—indicating different modes of cultural diffusion and engagement. By bridging identity construction and audience perception within a unified analytical model, this study advances theoretical understanding of nation branding in interactive media environments. The results offer actionable insights for policymakers and cultural strategists, suggesting that animated cultural content attains the highest brand convergence through entertainment-oriented narratives, yet necessitates more deliberate strategies to strengthen innovation and tourism associations in Korea’s global brand architecture. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
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26 pages, 711 KB  
Article
Algorithmic Management in Hospitality: Examining Hotel Employees’ Attitudes and Work–Life Balance Under AI-Driven HR Systems
by Milena Turčinović, Aleksandra Vujko and Vuk Mirčetić
Tour. Hosp. 2025, 6(4), 203; https://doi.org/10.3390/tourhosp6040203 - 4 Oct 2025
Viewed by 2227
Abstract
This study investigates hotel employees’ perceptions of AI-driven human resource (HR) management systems within the Accor Group’s properties across three major European cities: Paris, Berlin, and Amsterdam. These diverse urban contexts, spanning a broad portfolio of hotel brands from luxury to economy, provide [...] Read more.
This study investigates hotel employees’ perceptions of AI-driven human resource (HR) management systems within the Accor Group’s properties across three major European cities: Paris, Berlin, and Amsterdam. These diverse urban contexts, spanning a broad portfolio of hotel brands from luxury to economy, provide a rich setting for exploring how AI integration affects employee attitudes and work–life balance. A total of 437 employees participated in the survey, offering a robust dataset for structural equation modeling (SEM) analysis. Exploratory factor analysis identified two primary factors shaping perceptions: AI Perceptions, which encompasses employee views on AI’s impact on job performance, communication, recognition, and retention, and balanced management, reflecting attitudes toward fairness, personal consideration, productivity, and skill development in AI-managed environments. The results reveal a complex but optimistic view, where employees acknowledge AI’s potential to enhance operational efficiency and career optimism but also express concerns about flexibility loss and the need for human oversight. The findings underscore the importance of transparent communication, contextual sensitivity, and continuous training in implementing AI systems that support both organizational goals and employee well-being. This study contributes valuable insights to hospitality management by highlighting the relational and ethical dimensions of algorithmic HR systems across varied organizational and cultural settings. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
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23 pages, 830 KB  
Article
Leaders’ STARA Competencies and Green Innovation: The Mediating Roles of Challenge and Hindrance Appraisals
by Sameh Fayyad, Osman Elsawy, Ghada M. Wafik, Siham A Abotaleb, Sarah Abdelrahman Ali Abdelrahman, Azza Abdel Moneim, Rasha Omran, Salsabil Attia and Mahmoud A. Mansour
Tour. Hosp. 2025, 6(4), 202; https://doi.org/10.3390/tourhosp6040202 - 2 Oct 2025
Cited by 1 | Viewed by 1023
Abstract
The hospitality sector is undergoing a rapid digital change due to smart technology and artificial intelligence. This presents both possibilities and problems for the development of sustainable innovation. Yet, little is known about how leaders’ technological competencies affect employees’ capacity to engage in [...] Read more.
The hospitality sector is undergoing a rapid digital change due to smart technology and artificial intelligence. This presents both possibilities and problems for the development of sustainable innovation. Yet, little is known about how leaders’ technological competencies affect employees’ capacity to engage in environmentally responsible innovation. This study addresses this gap by examining how leaders’ competencies in smart technology, artificial intelligence, robotics, and algorithms (STARA) shape employees’ green innovative behavior in hotels. Anchored in person–job fit theory and cognitive appraisal theory, we propose that when employees perceive a strong alignment between their skills and the technological demands introduced by STARA, they are more likely to appraise such technologies as opportunities (challenge appraisals) rather than threats (hindrance appraisals). These appraisals, in turn, mediate the link between leadership and green innovation. Convenience sampling was used to gather data from staff members at five-star, ecologically certified hotels in Sharm El-Sheikh, Egypt. According to structural equation modeling using SmartPLS, employees’ green innovation behaviors are improved by leaders’ STARA abilities. Crucially, staff members who viewed STARA technologies as challenges (i.e., chances for learning and development) converted leadership skills into more robust green innovation results. Conversely, employees who perceived these technologies as obstacles, such as burdens or threats, diminished this beneficial effect and decreased their desire to participate in green innovation. These findings highlight that the way employees cognitively evaluate technological change determines whether leadership efforts foster or obstruct sustainable innovation in hotels. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
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17 pages, 262 KB  
Article
A Comparative Study of VR and 2D Tourism Videos: A Thematic Analysis of Virtual Tourism Experiences Among Generation Z
by Ye Shen, Keri Schwab, Aja Tsutsumi and Katherine Fey
Tour. Hosp. 2025, 6(4), 200; https://doi.org/10.3390/tourhosp6040200 - 2 Oct 2025
Viewed by 1386
Abstract
Tourism marketing videos can lead to positive emotions and visit intention. This study investigated the impact of VR and 2D tourism videos on user engagement, perception, and emotional responses. This research adopted a priori coding, analyzed 52 interviews using thematic analysis, and concluded [...] Read more.
Tourism marketing videos can lead to positive emotions and visit intention. This study investigated the impact of VR and 2D tourism videos on user engagement, perception, and emotional responses. This research adopted a priori coding, analyzed 52 interviews using thematic analysis, and concluded a framework with six dimensions, including interactivity, authenticity, presence, cognitive value, hedonic value, and learning value. Findings indicate that VR videos compared to 2D allow users to explore the environment actively and feel an increased sense of presence. However, challenges such as rapid movement, lack of control, and distractions were also reported. VR does not necessarily lead to a higher sense of authenticity because the fast-paced sequences and distracting elements may negatively affect the experiences. Regarding cognitive values, participants mentioned that the videos increased their knowledge of the destination, particularly the 2D format video maintained viewers’ focus. VR facilitates exploration and may enhance learning value. Videos can also generate hedonic value, as many participants reported the emotions of excitement, happiness, and relaxation while watching videos. The findings extend the literature on immersive experiences in the video context. This research also offers practical insights into tourism marketers to design more engaging and effective tourism videos. Full article
(This article belongs to the Special Issue Digital Transformation in Hospitality and Tourism)
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