Smart by Nature: Digitalization and Sustainable Experience Design at Kistefos, Norway

As tourism continues to evolve, cultural and nature-based attractions are increasingly challenged to integrate sustainability goals with the use of digital tools that enhance visitor engagement and support environmental responsibility. This study examines how Kistefos, a Norwegian cultural and nature-based tourist attraction and destination, incorporates digitalization into its sustainability strategy to balance economic, social, and environmental goals. Using a qualitative case study, including document analysis and participant observation, the research explores whether digital tools primarily serve marketing purposes or actively support sustainability. Findings indicate that while Kistefos prioritizes visibility and engagement, digitalization is mainly used for promotion rather than enhancing visitor experiences or fostering sustainable behaviors. The study highlights untapped potential for technologies like augmented reality and live streaming to promote responsible tourism. The current research connects strategic marketing, service-dominant logic, and digitalization, offering insights for managers and policymakers on aligning digital innovation with long-term sustainability in the visitor economy.