When tourism goes digital

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Firms operating in the tourism industry can exploit digital technologies to enrich the experience of their clients and increase their satisfaction. Offering them an immersive experience using virtual reality (VR) and augmented reality (AR) represents an exciting avenue to explore, as does the scope of digital innovation to increase opportunities for greater customer involvement in the value creation process. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.