AI and XR Technologies for Tourism Management: Transforming Experiences, Influencing Behaviors

REGISTER

Lunch seminar in presence

Building BL26 – Room 0.19 (ground floor)
Department of Management, Economics and Industrial Engineering
Via R. Lambruschini, 4/B

Sergio Ibáñez-Sánchez
University of Zaragoza, Spain

Abstract:

Artificial Intelligence (AI) and Extended Reality (XR) technologies are increasingly shaping the way tourism experiences are designed, delivered, and consumed. These two emerging technologies are not only enhancing the personalization and emotional richness of tourist experiences, but also transforming how people perceive, interact with, and respond to destinations, hospitality services, and tourism brands. This seminar explores the growing role of AI and XR in tourism, focusing on their potential to create immersive, sensory, and meaningful experiences that influence tourists’ decision-making and behavior. Through recent academic findings and practical examples, the session provides an overview of how these technologies are redefining the tourist journey: from inspiration and planning to on-site interaction and post-visit engagement. The seminar also reflects on some of the challenges and opportunities that come with the integration of AI and XR in tourism settings, such as ethical considerations, technological limitations, and implications for industry professionals. Overall, the session aims to offer useful insights for researchers, tourism practitioners, and anyone interested in how AI and immersive technologies are reshaping the future of travel experiences.

Sergio Ibáñez-Sánchez, PhD, is Associate Professor of Marketing at the University of Zaragoza (Spain). His main research line focuses on analyzing the impact of new technologies on the customer experience. The main results of his research have been published in journals specialized in marketing (e.g., Journal of Business Research; Journal of Retailing and Consumer Services), information management (e.g., International Journal of Information Management), psychology (e.g., Psychology & Marketing; Cyberpsychology, Behavior, and Social Networking) and tourism (e.g., International Journal of Hospitality Management; Journal of Hospitality Marketing & Management). His research has received several awards such as the DON E. SCHULTZ Best Competitive Paper Award (International Conference on Corporate and Marketing Communications) and the IFITT PhD Thesis Excellence Award. He serves the International Federation for IT and Travel & Tourism (IFITT) as the Director of Digital Services.