Edinburgh Napier University

  Purpose – This article considers the role that technology may play in the future of experiential tourism. This viewpoint paper begins to question future developments in technological mediation and how these may challenge our view of experiences and their construction in a period of immense and rapid technological development.

Design/methodology/approach – A short viewpoint article driven by theoretical perspectives in the existing academic literature and the authors’ personal stance on the future of experiential tourism.

Findings – This article suggests that while there is considerable research into the role and application of technology within tourism, there is a lack of future-orientated debate. The views expressed within the article argue that three potential directions exist for the future of technological mediation in experiential tourism: mass acceptance and customisation; experiential convergence; or ‘rewinding the clock’, each with significant implications for the management of technological mediation in experiential tourism.

Originality/value – The paper provides an initial insight into future directions of the tourism industry in a period of immense technological development. Based on existing theoretical perspectives, these viewpoints indicate three potential routes for the industry and act as a catalyst for further dialogue within tourism scholarship.