Technology and Overtourism: A Paradoxical Perspective

Abstract

The unprecedented growth of the tourism and hospitality sector globally correlates with the advancement of digital media and technological tools. The dominance of information and communication technology is prevalent at every stage of travelers’ decision making process (i.e., from searching for a suitable destination to posting feedback on social media platforms). Not only the travelers’ behavior patterns are influenced by technology, but destinations also utilize technology for marketing and enhancing consumers’ experience. Nevertheless, the advancement of technology has acted like a double-axed sword for the tourism sector. Frequently, digital media is held accountable for popularising a destination to an extent that it becomes a hub for mass-tourism. Issues like tourismphobia, anti-tourism movements, and touristification etc. are gaining hype through technology and online social platforms. Alternatively, destination managers utilise technological tools to sustain tourism growth and visitor experience for better management. Information and communication technology (ICT) has played a key role in influencing tourists to visit popular destinations that led to the issue of overtourism. Likewise, the incorporation of technology is equally vital in managing the tourists’ flow, and subsequently, avoiding crowding and overtourism. The chapter aims to highlight the ambidextrous role of technology in overtourism. The study is conceptual and uses short cases of various popular destinations affected by overtourism and how technology served as an emancipator to combat the unsustainable consumption patterns. The chapter discusses the practical implications of utilising technology to combat issues leading to unsustainability in tourism. It also highlights the emerging role of technology in enhancing visitors’ experience in the post-COVID-19 scenario. This study presents a holistic perspective and the relationship between technology and tourism. Several studies have discussed the bright side of technology in the tourism and hospitality sector. However, the darker side is less acknowledged.