Technological evolution and tourist decision-making : a perspective article

Purpose: This paper aims to demonstrate the importance of technological advancements in shaping tourist decision-making. It reviews relevant theories and underlines the need for new theoretical frameworks that would illustrate the role of cognitive technologies, i.e. artificial intelligence (AI) applications, in tourist decision-making. Design/methodology/approach: A critical analysis and synthesis of interdisciplinary literature was undertaken, aiming to discuss the theoretical frameworks and approaches used and to offer a future perspective based on major technological advances. Findings: The technological advancements play a structural role in tourist decision-making processes, with digital technologies and cyber-physical systems becoming extensions of a tourist’s self. Research limitations/implications: The study offers the basis for a new theoretical framework in the area of tourism decision-making, considering the future of cyber-physical-human systems. Originality/value: This study exemplifies the main elements of tourism decision-making theory and describes the need for a paradigm shift, as new forms of AI will complement human intelligence.