Business model transformation in the hospitality and tourism sector

Digital technology and sustainability are transforming tourism. Responding to these drivers of change requires the synergistic involvement of DMOs, hospitality and catering businesses, which are harnessing digital technologies – and AI in particular – to drive innovation.The research project analyses the evolution of business models in tourism, examining business processes of experience design and the co-creation of experiences with consumers. The aim is to generate greater insight into the nature of the change currently taking place, understanding how it can deliver benefits for businesses, consumers and destinations.The results will be disseminated through scientific publications and innovative outreach formats (e.g. podcasts). Collaboration on teaching activities within the tourism courses is also planned.