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In 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).
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Walter de Gruyter GmbH