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Purpose Information communication technologies (ICTs) of destination are not a mere mechanism of technical interaction; they are, above all, new mixed realities that integrate physical and digital resources. Using the utility of technology indicator, the purpose of this paper is to evaluate a new experiential model. Design/methodology/approach A survey of 377 tourists that stayed at hotels was conducted. It dealt with three different issues: the value of digital technologies when creating experiences, the different appeal of the digital device applications, and the measurement of the level of satisfaction with the destination, stay and expenditure. Findings ICTs are the main tool for building the value of the tourist experience and technological utilities increase the competitiveness of the destination. Furthermore, two types of ICT utility were identified: individual and social experience. Research limitations/implications These include the problems of a sampling procedure, operating with a database of tourists’ opinions, and also the specificities of each destination in particular. Practical implications Smart tourism destination should be considered a part of the tourist service. They are not merely information feedback but facilitate the generation of experiences built on the new digital realities. Social implications The Phygital phenomenon represents a radical change in the personal and social behaviour of tourists, incorporating technological matters as a direct component in their decisions and actions. Originality/value Phygital experience is a radical change for co-creation in tourism. Tourists are not demanding improvements but rather a new experiential model.

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This study analyses the impacts of environmental amenities associated with agricultural and silvicultural land use on the price of rural tourism accommodation in Asturias (Spain). A hedonic price model that relates the price of rural accommodation to environmental amenities as well as equipment, services offered, and the locational characteristics of the accommodation is estimated. The rural accommodations in the study are the self-catering cottages, the intrinsic features of which promote the development of rural tourism sustainability. Geographic information systems (GIS) data are used to measure the location and the proximity to amenities of these self-catering cottages. The main results indicate that agricultural land use has an important impact on the price of accommodation in self-catering cottages. Specifically, a high percentage of grassland in the municipality where the self-catering cottage is sited has a positive effect on rental prices, while a high percentage of arable crops has the opposite effect. The analysis is interesting for decision-making in the context of environmental policies, land use conflict resolution, and rural tourism sustainability.

In recent years, quality labels for the Spanish tourism sector have been developed as part of a competitive strategy focused on the differentiation of the product. Given this development, it is interesting to analyse the profitability of quality labels for the accommodation owners and managers. In particular, this article calculates the profitability of a rural tourism quality label. Through the use of the hedonic price approach, the market valuation of the quality label for rural self-catering cottages is obtained. This valuation is subsequently compared with the expenses incurred by establishments in achieving the quality label. In order to address the usual methodological problems associated with the endogeneity, prior to application of the hedonic approach, the propensity score matching is used. The results indicate that possessing a quality label has a positive impact on the profitability of rural tourism.