This article discusses the concomitant processes of increasing familiarisation, responsiveness and responsibility that digital technology enables in the realm of tourism. We reflect on the influence of the proliferation of interactive digital platforms and solutions within tourism practice and behaviour through a range of lenses, from user generated content and associated interactive digital platforms, the emergence of gamification embedded within these, immersive mixed-reality media (such as virtual reality [VR] and augmented reality [AR]) and the changes in tourist behaviour that have paralleled these digital developments. We also explore the use of AI in tourism, and the methodological potential that digital technology has for tourism studies.

本文讨论了数字技术在旅游领域中所带来的随之而来的日益熟悉，反应迅速和负责任的过程。我们通过一系列视角，从用户生成的内容和相关的交互式数字平台，嵌入在这些沉浸式混合现实媒体（例如，虚拟现实[VR]和增强现实[AR]）以及与这些数字化发展并行的游客行为变化。我们还将探讨AI在旅游业中的使用以及数字技术在旅游业研究中的方法学潜力。