What can we learn from Star Wars about the future of tourism? Absolutely everything!

Abstract

Purpose: This viewpoint is a response to Yeoman's (2022) editorial on Sunderland AFC and the future of tourism. This viewpoint aims to outline the lessons one can learn from Star Wars about the future of tourism. Design/methodology/approach: The paper reviews the live-action movies and series of the Star Wars franchise. Findings: The paper derives specific conclusions in the following directions: the future technology in travel, tourism and hospitality; the tourists' motivation and behaviour; the management of travel, tourism and hospitality companies; destination management; economy and society and lessons from the franchise. Originality/value: This is one of the first papers to elaborate on the lessons one can learn about the future of tourism from the Star Wars live-action movies and series.