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Purpose The impact of digital technology in the wider travel field has been substantial and significant, changing both the competitive landscape of businesses and the behavior of travelers. However, we are now on the cusp of new digital developments encompassing cloud computing, blockchain, internet of things (IoT) and above all, artificial intelligence (AI), which are predicted to disrupt the business and consumer sides of several industries – travel included. This study aims to frame this upcoming digital transformation in travel within a human-centered approach where the critical understanding of digital humanism principles will enrich social scientists’ research agenda in the coming years. Design/methodology/approach The viewpoint follows a structure based on (i) setting the scene for the rise of digital transformation, (ii) the historical perspective on digital transformation in travel, (iii) the pandemic’s impact and (iv) future development and research agenda. Findings It is only by fostering a human-centered digital transformation perspective that social science researchers in travel can realize the “high-tech for high-touch” promise of fostering a human-to-human encounter empowered and possibly hampered, by digital technologies. This work proposes to start from the concepts of digital technology control, participation, education and ethics to design a research agenda with a 2050 horizon. Originality/value This work has been designed to shift the attention of researchers toward a human-centered digital transformation approach to reflect on the human-machine relationship for a better society. Due to its inner characteristics the travel field can foster a reflection on this topic by reaffirming the centrality of human beings and their authorship in the travel product creation.
Purpose The impact of digital technology in the wider travel field has been substantial and significant, changing both the competitive landscape of businesses and the behavior of travelers. However, we are now on the cusp of new digital developments encompassing cloud computing, blockchain, internet of things (IoT) and above all, artificial intelligence (AI), which are predicted to disrupt the business and consumer sides of several industries – travel included. This study aims to frame this upcoming digital transformation in travel within a human-centered approach where the critical understanding of digital humanism principles will enrich social scientists’ research agenda in the coming years. Design/methodology/approach The viewpoint follows a structure based on (i) setting the scene for the rise of digital transformation, (ii) the historical perspective on digital transformation in travel, (iii) the pandemic’s impact and (iv) future development and research agenda. Findings It is only by fostering a human-centered digital transformation perspective that social science researchers in travel can realize the “high-tech for high-touch” promise of fostering a human-to-human encounter empowered and possibly hampered, by digital technologies. This work proposes to start from the concepts of digital technology control, participation, education and ethics to design a research agenda with a 2050 horizon. Originality/value This work has been designed to shift the attention of researchers toward a human-centered digital transformation approach to reflect on the human-machine relationship for a better society. Due to its inner characteristics the travel field can foster a reflection on this topic by reaffirming the centrality of human beings and their authorship in the travel product creation.
Purchasing a tourist package for a specific tourist destination has become extremely easy and transparent through the diversity and continuously upgraded online booking platforms. Their content provides information through the reviews among tourists and hospitality managers, being, at the same time, opened Big Data for researchers or policymakers. Mining the reviews of two global platforms (Booking and TripAdvisor) and a national one (Turistinfo) the study aims to an-alyze the tourists’ sentiments and emotions experienced in a balneary destination such as Northern Oltenia, Romania. The research addresses the overarching question of whether positive sentiments dominate in destinations led by spa tourism, and consequently, which emotions are definers? For this purpose, 10,945 online reviews, from 2018 to 2020 for 248 accommodation units of the studied area were collected and processed in Statistical Package for the Social Sciences (SPSS 17.0) and Geographical Information System (GIS). The key findings indicate that most travelers are satisfied with tourist destinations, sustained by the dominance of positive sentiments (82%) asso-ciated with a high rating score (8.9) and ‘joy’ and ‘trust’ emotions. Mostly positive sentiments are linked to the quality of five- and four-star accommodation units, but also to the intimacy of the small family’s business, the spatial framing in the landscape, and the friendship of the hosts. At the same time, the repulsive aspects draw attention to some problems of the state of the indoor or outdoor environment and the price-quality ratio. The research demonstrates the effectiveness of leveraging electronic word of mouth as a valuable resource for stakeholders in the tourism in-dustry. This approach enables a swift and sustainable assessment of tourist satisfaction, providing valuable insights for accommodation service providers to make informed decisions.
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