Chapter 7: Digital Customer Experience Management for Sustainable Tourism: A Predictive Analytics Model

With growing awareness of sustainability in tourism, travellers are increasingly adopting more responsible and accountable travel behaviours. This chapter explores the critical role of digital transformation in fostering sustainable tourism and proposes a model that incorporates constructs such as continuance intention (CI), personalization, and environmental impact. CI reflects a visitor’s likelihood of recommending a destination that aligns with sustainability values. Personalization, by tailoring offerings to individual needs, enhances travel experiences and encourages repeat visits. The study reveals that providing environmental impact information alongside personalized services significantly influences travel decisions. Personalization adds unique value to destinations, improving their competitiveness, while environmental transparency supports informed, sustainability-driven choices. The chapter emphasizes the effectiveness of digital tools in delivering such insights, thereby encouraging eco-conscious behaviour among tourists. It suggests that destinations integrating sustainability into their digital strategies are more likely to attract environmentally aware travellers, promote repeat tourism, and contribute to long-term sustainable practices. This research contributes to the existing discourse by highlighting how digital transformation can actively support and shape the future of sustainable tourism.