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- Transforming journeys: Digital pathways in marketing, tourism, and hospitalityPublication . Custódio Santos, Margarida; Perdigão Alexandre Ribeiro, Filipa; Correia, Marisol B.; de Matos, Nelson Manuel da SilvaIn recent decades, the tourism sector has undergone a profound transformation, driven by digitalisation and rapid technological advances. The widespread adoption of digital technologies, such as mobile applications, online booking systems, social networks, and content-sharing platforms, has transformed consumer behaviour and expectations (ALKasassbeh et al., 2025). At the same time, it has also redefined business models, planning processes, and management strategies of destinations and tourism organisations (Kromidha & Robson, 2021; Santarsiero et al., 2024; Sigala, 2018). Digitalisation is now a structuring factor in how the sector positions itself in the face of the challenges of competitiveness, innovation, and sustainability, far from being restricted to a purely operational dimension. In terms of demand, it has transformed the tourist experience by enabling visitors to plan, customise, and enjoy their trips in a more interactive way (Tandafatu et al., 2024). They can access real-time information, digital services, and immersive experiences, thereby enhancing their visit experience and boosting satisfaction (Garima & Dharmendra, 2023).
- Digital co-creation and the transformation of customer experience in Moroccan hospitalityPublication . Lazrak, Youssra; El Idrissi Tissafi, Amina; Torkington, Kate; Correia, Marisol B.In Morocco’s rapidly growing hotel sector, digital co-creation is emerging as a key strategy to enhance the customer experience. Grounded in co-creation theory and the literature surrounding digital transformation, this study explores how Moroccan hotels use digital platforms to engage customers and foster service innovation. A qualitative research design, based on 27 semi-structured interviews with hotel clients, was employed. Data were analysed inductively using thematic analysis with NVivo 14, allowing patterns and key themes to emerge from participants’ narratives. Findings reveal that digital tools improve service personalization, facilitate feedback, and enable collaborative engagement through mobile applications, contributing to higher customer satisfaction and more effective service innovation. Persistent challenges include gaps in digital literacy and concerns regarding data privacy. The study contributes theoretically by providing contextual insights into how digital co-creation fosters personalization, engagement, and service innovation in Moroccan hotels. On a practical level, it offers empirically-grounded recommendations for hotel managers to design user-friendly digital interfaces, ensure data privacy, and support customers in adopting digital tools, thereby enhancing satisfaction and fostering customer loyalty.
- The impact of information systems and the circular economy in the rural tourism sector. An evaluation of the Algarve regionPublication . Pego, AnaRural tourism in the Algarve is one of the main types of tourism that has grown in importance over the last ten years. Its importance shows a new capacity for tourism supply and demand, as well as a new methodology to improve the rural market. In addition, the sustainability of the rural tourism sector and its performance based on the circular economy is a good indicator that the rural market has improved its competitiveness and resilience. The research aims to describe the importance of the link between the circular economy (CE) and the information system (IS) in the rural tourism sector in the Algarve region. The quantitative research focused on the importance of the combination of these variables in rural tourism (RT) through the analysis of rural organisations. The author addresses the following research question: How has the rural tourism sector promoted CE and IS to increase its competitiveness? The analysis presents a challenging opportunity to discuss the use of IS and CE in rural organisations in terms of sustainability and competitiveness in the sector. The research provides an accessible exploratory study of circular management in RT while offering the opportunity to discover a new management methodology based on IS and CE. Furthermore, it is of interest to academics, policy makers, and others working in the hospitality sector.