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Purpose

Given the dramatic technology led service innovations that are putting pressure on hospitality and tourism businesses, competitive advantage may depend significantly on remaining opportunities for a human element to be incorporated into the customer experience.

Design/methodology/approach

This conceptual study provides a synthesis of the past and the future understanding of the importance of service management.

Findings

A conceptual framework is provided that extends our understanding of emotion connection and reliance on technology. The examples are given to enrich the discussion.

Originality/value

This study is among the first to highlight and explore the interrelationship between emotional connection and the reliance on technology in the context of hospitality experience.

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