... active customer involvement and a meaningful connection between customers and the experience. Co-creation grasps different moments of the tourism journey, starting from the ideation and development processes, and is enabled by digital technologies and sustained by technological platforms (Ramaswamy...

...Henok Bekele; Sahil Raj Purpose In recent decades, a significant number of research contributions have been made to the intersection of digital technologies and the tourism industry. However, a thorough examination of digitalization and digital transformation in the tourism industry has not been...