Understanding enhanced tourist experiences through technology: a brief approach to the Vilnius case

Abstract

The present research investigates the notion of enhanced tourist experiences through technology shedding light on co-creation practices and empowerment of customers. Neuhofer and Buhalis (2013) introduced a novel concept of technology-enhanced tourist experiences by generating a joint comprehension of new era of experiences which conjoin the elements of experiences, co-creation and technology. Being one of rather promoting cities in online environment Vilnius represents an interesting case of successive adoption of smart technologies in order to enhance tourist experiences and facilitate customer empowerment in Vilnius tourism domain. This study aims to determine technology-enhanced tourist experiences in order to measure factors of customer empowerment on the example of international incoming tourists to Vilnius (Lithuania). The mix-methods approach (qualitative online content and functionality analysis and quantitative survey) was justified as being the most appropriate for the purpose of this research with intention to find a basis for applying of technology-enhanced tourist experiences in Vilnius tourism marketplace. The paper concludes with the definition of current level of ICTs application to enhance tourist experience co-creation and a discussion of practical implications of technology-enhanced tourist experiences development.