Exploring the Journey of the European Capital of Smart Tourism 2023: Case Study on How Innovation and Digital Technologies Enable Smart Tourism in Seville.
Author
Gloneková, Dominika
Term
4. term
Education
Publication year
2023
Submitted on
2023-05-31
Pages
102
Abstract
This thesis examines Seville’s path toward becoming a smart tourism destination, focusing on how innovation and digital technologies enable that transition. Guided by the research question, “How do innovation and digital technologies enable smart tourism in Seville, the European Capital of Smart Tourism 2023?”, the study applies Neuhofer et al.’s technology-enhanced destination experiences model (2012) and Gretzel et al.’s smart tourism ecosystem framework (2015). Using a case study design, it combines fieldwork in Seville (observations and informal conversations) with email interviews and secondary data analysis, and critically reviews the European Commission’s strategy, selection criteria, and evaluation process alongside Seville’s shared best practices. The findings raise concerns about the reliability of information on Seville’s digital solutions and smart tourism practices, highlighting the potential for smartwashing, and identify low engagement and limited smart tourism knowledge among local stakeholders, including tourism businesses. The thesis recommends strengthening the use of innovation and digitalization across all three stages of the travel cycle by co-creating experiences with tourists, leveraging platforms such as TripAdvisor for data and feedback, and implementing immersive reality experiences. It also calls for greater transparency and accountability in the evaluation and selection process for the European Capital of Smart Tourism award and suggests further research to assess whether winning cities prioritize genuine implementation over marketing. The insights offer guidance for destinations aiming to improve sustainability, visitor experiences, and economic growth through smart solutions.
Denne afhandling undersøger Sevillas vej mod at blive en smart turismedestination med særligt fokus på, hvordan innovation og digitale teknologier bidrager til udviklingen. Med udgangspunkt i forskningsspørgsmålet “Hvordan muliggør innovation og digitale teknologier smart turisme i Sevilla, Europæisk Hovedstad for Smart Turisme 2023?” anvender studiet Neuhofer et al.s model for teknologiforbedrede destinationoplevelser (2012) og Gretzel et al.s smart turisme-økosystem (2015). Gennem et casestudie kombineres feltarbejde i Sevilla (observationer og uformelle samtaler) med e-mail-interviews og analyse af sekundære data, og der foretages en kritisk gennemgang af Europa-Kommissionens strategi, udvælgelseskriterier og evalueringsprocesser samt de bedste praksiseksempler, som Sevilla har fremlagt. Undersøgelsen påpeger bekymringer om troværdigheden af oplysninger om digitale løsninger og smart turisme-indsatser i Sevilla og fremhæver risikoen for smartwashing. Samtidig identificeres lavt engagement blandt lokale aktører, herunder turismevirksomheder, og begrænset viden om smart turisme, som forstærker disse bekymringer. Afhandlingen anbefaler at styrke innovation og digitalisering i alle tre faser af rejseforløbet ved bl.a. at inddrage turister i medskabelse af oplevelser, udnytte platforme som TripAdvisor til data og feedback samt implementere immersive reality-oplevelser. Endelig opfordrer studiet til øget gennemsigtighed og ansvarlighed i evalueringen af prisen Europæisk Hovedstad for Smart Turisme og efterlyser yderligere forskning i, om prisvindende byer prioriterer reel implementering frem for markedsføring. Resultaterne kan inspirere andre destinationer, der ønsker at styrke bæredygtighed, gæsteoplevelser og økonomisk vækst gennem smarte løsninger.
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