...Pam Lee; Namho Chung Purpose This paper aims to address the transformation of tourist motivation in the era of immersive smart technologies, arguing that traditional novelty-seeking frameworks are no longer sufficient. It highlights the need for a new interpretive lens in understanding why people...

... in Spain for foreign tourists’ favourite destinations, and British tourists are its main tourist market (La Moncloa, 2023). Therefore, tourists’ motivations need to be analysed by DMOs to design domestic and international promotion campaigns (Lau et al., 2023). The financial commitment...