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AI-powered smartphones and phygital tourism experiences: implications and future research directions

Author

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  • Uglješa Stankov

    (University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management)

  • Ulrike Gretzel

    (University of Southern California, Annenberg School of Communication & Journalism, USC Center for Public Relations)

  • Miroslav D. Vujičić

    (University of Novi Sad, Faculty of Sciences, Department of Geography, Tourism and Hotel Management)

Abstract

The integration of artificial intelligence (AI) into smartphones represents a transformative shift in mobile technology, enabling smartphones to seamlessly blend physical and digital realms and thereby enhance phygital tourism experiences. This viewpoint explores the implications of AI-powered smartphones for phygital tourism experiences by focusing on new ways of interaction with smart tourism destinations based on pervasiveness, agile integrations, and capabilities for hyper-customization. It also presents the potential impacts of these interactions, including the supporting, enhancing, and transforming impacts of AI-powered smartphones in phygital tourism experiences. In addition, it explores new research directions, such as perceptions of and interactions with smart destinations, deeper integration with extended reality technologies, the humanizing aspects of AI, well-being effects, and the ethical considerations of responsible AI. The article is conceptual, synthesizing insights from smart tourism, artificial intelligence, phygital marketing, and related fields. A primary goal is to identify new avenues for enhancing phygital tourism experiences and to provide some insights into AI in this evolving field.

Suggested Citation

  • Uglješa Stankov & Ulrike Gretzel & Miroslav D. Vujičić, 2025. "AI-powered smartphones and phygital tourism experiences: implications and future research directions," Information Technology & Tourism, Springer, vol. 27(2), pages 307-316, June.
    • Handle: RePEc:spr:infott:v:27:y:2025:i:2:d:10.1007_s40558-025-00317-3
    DOI: 10.1007/s40558-025-00317-3
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    References listed on IDEAS

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    1. W. Batat, 2022. "What Does Phygital Really Mean? A Conceptual Introduction to the Phygital Customer Experience (PH-CX) Framework," Post-Print hal-04444804, HAL.
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