History shows us that technologies help humankind in our daily activities. Every major technological evolution brings about an economic, cultural and social revolution, transforming the lifestyles of citizens, professional organizations and consumer practices. Digital technologies are a perfect illustration of this, and tourism is no exception. Soon, the technologies of the "X.0" generation (AI, cobots, biotechnologies, etc.) will herald a new socio-technological revolution, ushering in the 5.0 era.
Tourism, Technologies and Consumption in the 5.0 Era explores the role and challenges of new technologies in Society 5.0, which is gradually transforming the practices of both tourism professionals and travelers. Faced with the challenges of climate change and sustainable development, it examines the opportunities and limits of bionumeric technologies for more sustainable and responsible tourism.
This book helps us decipher a world in transition, where digital technologies will reinvent consumer experiences, particularly in tourism, and encourage more socially responsible behavior.
Preamble xv
Foreword by B. Joseph Pine II xvii
Foreword by Sandra Camus xix
Preface xxi
Introduction xxiii
Part
1. Digital (R)evolutions, Tourism and Consumer Experiences 1
Introduction to Part 1 3
Chapter
1. Tourism 4.0 5
1.1. Tourism revolutions 5
1.2. Smart tourism 7
1.3. Tourism 4.0. 8
1.4. The challenges of Tourism 4.0 in the face of tourism evolution 20
1.5. Tourism 4.0, smart tourism and Society 5.0 25
1.6. Conclusion 26
Chapter
2. Tourism and the 5.0 User Experience 27
2.1. From user experience to consumption 27
2.2. The experiential approach to consumption 30
2.3. The virtual consumer experience 33
2.4. Tourism, marketing and digital technologies 36
2.5. From Consumer 1.0 to Consumer 4.0 41
2.6. Consumption and tourism in the 5.0 era 43
2.7. Conclusion 48
Part
2. Consumer Experience 5.0 Through Its Five Properties 49
Introduction to Part 2 51
Chapter
3. Virtual Reality and Tourist Experiences 55
3.1. Consumer experiences with VR 55
3.2. VR: from notion to concept 60
3.3. History of a technology 64
3.4. VR interfaces and interaction devices 68
3.5. VR experiences in tourism 73
3.6. Conclusion 75
Chapter
4. The Metaversification of the 5.0 Consumer Experience 77
4.1. The virtual world of the 5.0 consumer experience 77
4.2. Typology of virtual worlds 78
4.3. The place of virtual spaces in marketing 82
4.4. Conclusion 85
Chapter
5. A Human-Machine Relationship 87
5.1. The human-technological relationship 87
5.2. An initially material relationship 89
5.3. VR: from humans to the virtual universe 89
5.4. From machine tools to virtual beings 91
5.5. Conclusion 92
Chapter
6. An Algorithmic Social Relationship 93
6.1. Socialized consumption 93
6.2. Consumer identity 5.0 95
6.3. Social relations in the 5.0 era 97
6.4. Conclusion 106
Chapter
7. A Multisensory Experience 109
7.1. Sensory marketing 109
7.2. The senses, sensation and perception in homo sensorial 110
7.3. The sensory design of the consumer experience 117
7.4. VR: a common-sense experience 120
7.5. VR: a sensory consumer experience 125
7.6. Conclusion 126
Chapter
8. Empowerment 129
8.1. Empowerment and sensorimotor interactions 129
8.2. Empowerment and the 5.0 consumer-actor 132
8.3. Generative AI in Marketing 5.0 135
8.4. Conclusion 136
Part
3. Embodiment in the 5.0 Consumer Experience 139
Introduction to Part 3 141
Chapter
9. The Sense of Embodiment: I Act, I Feel and "I Think, Therefore I
Am" 145
9.1. Defining the sense of embodiment 146
9.2. Embodiment = body + cognition + emotions 148
9.3. Characterization of the sense of embodiment 149
9.4. Embodiment: from the qualitative to the quantitative study 154
9.5. Towards a scale for measuring embodiment in a virtual reality
experiential context 157
9.6. Embodiment in consumer experiences 162
9.7. Conclusion 162
Chapter
10. Embodiment Factors 165
10.1. The conditions of access to embodiment in the metaverses 165
10.2. The illusion and credibility of the visuo-motor dimension for
embodiment 166
10.3. The illusion and credibility of the visuo-spatial dimension for
embodiment 168
10.4. The illusion and credibility due to natural schemas 168
10.5. Conclusion 169
Chapter
11. Proprioception: Body Position in the Limelight 171
11.1. Virtual reality and body position 171
11.2. The influence of body position on the sense of embodiment 172
11.3. Measuring the effect of body position on embodiment 174
11.4. Conclusion 174
Chapter
12. Gamification: Challenges in the Spotlight 177
12.1. Gamification and ludification in virtual reality 177
12.2. The influence of challenges on the sense of embodiment 179
12.3. The influence of the level of challenges on the sense of embodiment in
virtual reality consumer experiences 181
12.4. Measuring the effect of challenges on embodiment 183
12.5. Conclusion 184
Chapter
13. Expertise in New Digital Technologies 187
13.1. The role of expertise in relation to digital technologies 187
13.2. Measuring the expertise of digital technologies 188
13.3. The effects of expertise in digital technologies on the consumer
experience 188
13.4. Conclusion 191
Chapter
14. Immersion, Presence and Flow 193
14.1. The concept of immersion 193
14.2. Flow 197
14.3. Presence and telepresence 199
14.4. Psychological immersion typologies in virtual reality 202
14.5. Psychological immersion, flow and the sense of embodiment 206
14.6. Conclusion 208
Chapter
15. Emotions and Enjoyment 211
15.1. The concept of emotion and affective states 212
15.2. Measuring emotions 222
15.3. Emotions and the concept of enjoyment 224
15.4. Enjoyment and the sense of embodiment 225
15.5. Conclusion 227
Chapter
16. V-consumers and the Embodiment Experience 229
16.1. From consumer to offer 229
16.2. The effect of virtual reality on consumer attitude and behavior 233
16.3. The effect of embodiment on consumer attitude and behavior 235
16.4. The effect of immersion on consumer attitude and behavior 236
16.5. Authenticity in consumer decision-making 237
16.6. The effect of enjoyment on consumer attitude and behavior 239
16.7. VR experiences: prospective for practitioners 240
16.8. Conclusion 241
Part
4. Responsible Society 5.0 and X.0 Technologies 243
Introduction to Part 4 245
Chapter
17. Digital X.0 Social Responsibility 247
17.1. Double-edged socio-technological issues 247
17.2. Responsible, durable and sustainable 249
17.3. From tourism to the responsible tourist 251
17.4. Empowering the other (actors) and (also) oneself! 255
17.5. Responsible consumption 5.0 257
17.6. A responsible embodiment experience 260
17.7. Conclusion 262
Chapter
18. Embodiment and Digital Technologies: Vectors of Sustainable
Development 265
18.1. Tourism and sustainable development 265
18.2. New technologies and sustainable development 270
18.3. Technologies and sustainability: between paradox and utopia 272
18.4. Conclusion 275
Conclusion 277
References 281
Index 305
Pierre-Henry Leveau is Associate Professor of Management Sciences at ESTHUA and a member of the GRANEM laboratory at the University of Angers, France. His scientific research focuses on experiential, digital and tourism marketing, as well as consumer behavior.
