Immersive technologies as a driver for growth in nature tourism services – a desk study and future directions

Abstract

The advancing digitalisation of tourism creates many novel opportunities for businesses and destinations to grow. However, nature tourism operators have been slower in adapting new technologies, which manifests a lot of unused potential. To discover the current state of technological adaptation in the tourism sector, and to pinpoint future directions for the digitalisation of nature tourism, we did a desk study to recognise the next steps to be taken to support nature tourism operators in this development process. In this article, we present the findings and give food for thought about practical implications for the companies.