Smart Tourism 2.0: unpacking the impact of AI technologies and IoT on travel experiences for Generation Z

Abstract

Purpose The rapid advancement of digital technologies is reshaping the tourism industry, creating more connected, personalized and efficient travel experiences for modern travelers. This study aims to explore how Smart Tourism 2.0, using Artificial Intelligence (AI) and the Internet of Things (IoT), is changing the travel experiences of Generation Z. Design/methodology/approach Using a descriptive and exploratory qualitative approach, data were collected from Generation Z travelers from urban cities of India through semi-structured interviews, with participants recruited via purposive sampling. Findings Thematic analysis using NVivo 15 revealed eight sub-themes consolidated into four key themes: Technology-Driven Travel Decision-Making, Negotiating Technology Dependence and Authentic Travel Experiences, Value-Driven Adoption of Smart Technologies for Sustainable Travel Behavior and Digital Identity Construction. Practical implications This study provides practical implications for tourism stakeholders, including destination management organizations, travel service providers and technology developers, by highlighting the need for personalized, efficient, sustainable and trustworthy AI- and IoT-enabled experiences that enhance convenience while preserving authenticity and meaningful human interactions for Generation Z. Originality/value This study explores how Generation Z travelers from urban India engage with AI and IoT tools in travel experiences. The findings of this study offer novel insights that can guide travel practitioners in designing technology-driven services tailored to this segment.