Introduction
The tourism industry encounters a spectrum of challenges, ranging from environmental issues to the emergence of new technologies that present prospects for new products and experiences. Understanding these novel challenges and opportunities is imperative for tourism companies to adjust, innovate, and uphold competitiveness (Buhalis et al., 2019). Moreover, it enables them to foresee future market needs and enhance tourism experiences, especially after Covid pandemic.
The overexploitation of attractions, landmarks, and destinations poses a critical challenge to global tourism. As consumers increasingly recognize social and environmental issues, there is a shift in consumer behavior towards embracing more pro-social and pro-environmental actions. Consequently, numerous emerging tourism trends aim to promote more ethical and less detrimental tourism practices. Ecotourism and indigenous tourism are prime examples of these trends, reflecting a rising concern among today's travelers for ethical and sustainable tourism options. Despite the growing interest, with some publications addressing sustainability in tourism, research remains limited (Cavalcante et al., 2021).
Moreover, several tourists look for memorable tourism experiences (MTEs) during their time at a destination (Hosany et al., 2022). Understanding the dimensions associated with MTEs is crucial for attaining a sustainable competitive advantage within the tourism industry (Wei et al., 2019). However, existing studies on MTEs are often vague and fragmented (Rather, 2020), with dimensions originally defined for MTEs being applicable primarily in a general context and not easily transferable to other contexts, such as niche tourism (Rodrigues & Carvalho, 2023). Therefore, further research on this topic is necessary (Hosany et al., 2022; Rather, 2020).
Like other sectors, the tourism and hospitality industry has experienced significant impacts from technological advancements (Grundner & Neuhofer, 2021) and the influence of social media (Tanwar et al., 2022). Over the past two decades, technology has become prevalent across all stages of a tourist's journey (Grundner & Neuhofer, 2021), adding value, streamlining services, and enriching tourist experiences. Technological innovations have facilitated the personalization of tourism experiences and the provision of technology-enhanced tourism experiences (Li & Song, 2023). For instance, artificial intelligence has broadened the application of robotics to enhance customer engagement in the tourism and hospitality industry (Doborjeh et al., 2021). Consequently, exploring the potential of technology-enhanced tourist experiences, and their advantages and disadvantages in service provision, has become a crucial focus in the hospitality and tourism industry. The previous studies identified three potential areas of disruption in service experiences: extra-sensory experiences, hyper-personalized experiences, and beyond-automation experiences (Buhalis et al., 2019). This suggests a critical need for investigation at both the macro-market and micro-firm levels to adapt to evolving consumer demands and technological shifts.
Similarly, the emergence of online booking platforms, sharing economy services, and digital marketing has revolutionized how people plan and experience travel (Brito & Pratas, 2015, 2016; Tanwar et al., 2022). Influencer marketing has steadily gained momentum over the past decade as a strategy employed by digital marketers to disseminate brand messages through social media influencers (SMIs). Numerous researchers underscore the role and significance of these SMIs in social network communication (Machado Carvalho, 2024; Rodrigues et al., 2024). Hence, delving into this domain by analyzing endorsement dynamics and strategies and scrutinizing influencer-generated content could offer valuable insights (Tanwar et al., 2022).
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