Coming Soon, the Book: “Digital Media and Tourism”!


Exciting Update: ‘Digital Media and Tourism’ is now available in Italian!

For our English-speaking readers, the English version will be available in March 2024.

Stay tuned and find the Italian version on Amazon

Read the book description below!




The digital era has opened new horizons in the world of tourism, a constantly evolving sector.

My latest book, “Digital Media and Tourism: Innovation in Communication and Personalized Experiences”, which is about to be published, explores this fascinating evolution.


As I often like to say, paraphrasing Marshall McLuhan, a fundamental author in media theory: “Tourism is a medium, the tourist experience is the message.”

Therefore, in this book “Digital Media and Tourism: Innovation in Communication and Personalized Experience”, it is innovatively and concretely explored how tourism, as a medium, and the tourist experience, as a message, are intrinsically linked and influenced by the digital era.

In this context, the book delves innovatively and concretely into how tourism and the tourist experience are intrinsically linked and influenced by the era of digital technologies.

This volume delves into the changes in the tourism sector in the digital age, examining how digital media are redefining not only communication strategies but also the entire tourist experience.

From the integration of emerging technologies such as augmented reality, virtual reality, and artificial intelligence, to the proposal of “ExplorAI”, an innovative AI-based tourist experience system, the book provides a detailed and interdisciplinary analysis of how digitalization is shaping the future of tourism.

Each chapter offers new perspectives, examples, case studies, and strategies, making the book a valuable resource for students, industry professionals, and strategic decision-makers.



  • Comprehensive Coverage of Digital Technology Themes: From digital communication strategies to practical applications such as augmented and virtual reality, blockchain, the Internet of Things (IoT), and Smart Tourism, the book covers a wide range of topics.
  • In-depth Content: With over 600 pages of updated content, the book provides a detailed analysis of current and future trends in digital tourism.
  • Practical and Theoretical Guide: The text combines theory and practice, making it ideal for both academic and professional environments.
  • Innovation and Digitalization: A deep dive into how digital media are revolutionizing tourism.
  • Emerging Technologies: Exploration of artificial intelligence, robotics, virtual and augmented reality, gamification, digital storytelling, and more.
  • Communication Strategies: Insights into content marketing, social media marketing, and online community management.
  • Sustainability and Innovation: A chapter entirely dedicated to digital media for sustainable tourism.
  • ExplorAI: An innovative proposal for an AI-based tourist experience system.


Who this book is for:

  • Students and Academics: An essential guide to understanding the evolution of tourism in the digital age.
  • Industry Professionals: Innovative strategies and case studies to stay ahead in the tourism sector.
  • Strategic Decision-Makers and Planners: Relevant perspectives to guide fundamental innovations in digital tourism.



  • Introduction
  • 1. Tourism in the Digital Age
  • 2. Digital Communication Strategies for Tourism
  • 3. Content Marketing
  • 4. Web Marketing
  • 5. Social Media Marketing
  • 6. Community Management
  • 7. Digital Storytelling And Virtual Tours
  • 8. Mobile Applications and Location-Based Services
  • 9. Augmented And Virtual Reality in Tourism
  • 10. Gamification and Tourism Engagement
  • 11. Big Data and Personalisation in Tourism
  • 12. Artificial Intelligence and Tourist Experiences
  • 13. Blockchain Technology in Tourism
  • 14. Internet of Things (IoT) and Smart Tourism
  • 15. Biometrics and Facial Recognition in Tourism
  • 16. 3D Printing and Tourism
  • 17. Robotics and Automation in Tourism
  • 18. Digital Media and Sustainable Tourism
  • 19. ExplorAI: A Proposal for an AI Tourist Experience System
  • Annex I. Introduction to Communication
  • Annex II. Digital Media in the Context of Tourism
  • Bibliography and Webliography
  • Author Information


This book is more than just a read; it’s a guide to navigating the dynamic world of digital tourism.

Its publication is imminent, and I can’t wait to share it with all of you, to explore together the new frontiers of tourism in the digital age!


See you very soon!


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My Talk at AISM Congress 2023: Unraveling AI’s Transformative Impact on Tourism

Speakers at the AISM 2023 Congress (Italian Marketing Development Association) – Photo Credits: AISM


I’m thrilled to share with you the insights and experiences from my recent talk at the AISM Congress 2023 (Italian Marketing Development Association) in Turin, Italy, on 29.11.2023. The presentation, titled “The Role of Artificial Intelligence in Enhancing Tourist Experiences”, delved deep into how AI is reshaping the tourism landscape. Let’s embark on a journey through the key points and examples discussed.

At the end of this article, you’ll find the PowerPoint presentation from the event, offering a more detailed view of the discussion.


AI Revolutionizes the Tourism Sector

We began by exploring how AI technologies like Machine Learning, Deep Learning, and Generative Pre-trained Transformers (GPT) are transforming tourism. This part of the talk highlighted the versatility and impact of AI in reshaping how we experience travel.


Pioneering Examples of AI in Tourism

I showcased several groundbreaking implementations of AI in the industry:

  • Marriott International’s AI Chatbots: Enhancing customer service, particularly in reservations, concierge, and loyalty programs.
  • Hilton’s Language Analysis: Using AI to monitor social media sentiment and better understand customer needs.
  • TravelPerk’s Market Segmentation: Leveraging AI for improved customer experiences.
  • Delta Airlines’ Dynamic Pricing: Employing machine learning for optimizing pricing strategies based on various factors like past sales, search demand, and competitor pricing.
  • Airbnb’s Personalized Recommendations: Utilizing AI to tailor listings and trips based on user behavior.
  •’s Demand and Supply Matching: Enhancing property rankings and matching them with customer preferences using AI.


Innovative Applications of AI

The presentation also covered innovative applications of AI:

  • Facial Recognition: Holland America cruise line uses this for faster check-in processes.
  • Artificial Vision in Car Rentals: Hertz implements this technology to streamline check-in/out processes and vehicle condition verification.
  • Operational Optimization: Airlines like Delta and United use AI to predict optimal aircraft and crew assignments.
  • AI for Sustainability: AI is employed in smart buildings for energy efficiency and in predictive maintenance.
  • Cybersecurity Enhancements: Automation of threat detection and response using AI.
  • Corporate Travel Innovations: Amadeus, in partnership with Microsoft and Accenture, develops new AI-based integrations for corporate travel.
  • ChatGPT Applications: ChatGPT is used in various sectors, including tourism, for functions like flight and accommodation search, travel advice, and translation.


Further AI Developments and Critical Analysis

We delved into future AI developments such as optimization of voice search, integration with virtual and augmented reality, blockchain applications, and improved translation services. The critical analysis segment addressed the advantages of AI in personalizing tourist experiences, customer service, marketing, and operations. We also discussed ethical and privacy challenges associated with AI use, emphasizing the need for a balanced approach between digital innovation and human interaction.


The Ethical Dimension and the Human Touch

An important aspect of my presentation was the discussion on ethical considerations surrounding AI. Privacy concerns, data security, and the need for responsible AI usage were key topics. Additionally, I emphasized the crucial balance between AI-driven innovation and the irreplaceable human element in tourism, advocating for a synergy between technology and personal touch.


The Future of AI in Tourism: Developments, Analysis, and Concluding Thoughts

As my presentation at the AISM Congress 2023 drew to a close, I ventured into an exploration of the future trajectories and potential developments in AI within the tourism industry. This journey into the future of AI included:

  • Emerging Technologies: We are on the cusp of witnessing significant advancements in AI, such as the optimization of voice search, enhanced integration with virtual and augmented reality, innovative blockchain applications, and improved translation services. These developments are not just technical upgrades but are set to revolutionize how we experience and interact with the world of travel.
  • Critical Analysis of AI’s Impact: The discussion also navigated through the various advantages AI brings to the tourism sector. From personalizing tourist experiences to revolutionizing customer service, marketing strategies, and operational efficiencies, AI stands as a pillar of modern innovation. However, this technological surge isn’t without its challenges. Ethical and privacy concerns related to AI are critical issues that demand our attention. As we embrace these new technologies, maintaining a balanced approach between digital innovation and human interaction is paramount.

In conclusion, the role of AI in the tourism industry is not just growing; it’s evolving in ways that are reshaping our experiences and expectations. The integration of AI with other cutting-edge technologies like robotics and the Internet of Things (IoT) is not just a possibility but an impending reality. This integration promises a transformative impact, leading us towards a future where travel is more personalized, efficient, and in sync with the technological advancements of our time.

As we stand at this juncture of technological evolution, it’s exhilarating to envision the future of tourism—a future where AI doesn’t just play a role but leads the way in creating enriched, personalized, and sustainable tourist experiences. The journey ahead is filled with opportunities and challenges alike, and I am excited to be a part of this revolution, exploring and shaping the ever-evolving landscape of technology in tourism.


Presentation Insights

For an in-depth understanding, I have embedded the PowerPoint presentation from the AISM Congress 2023 right here on this blog. Feel free to explore it for a comprehensive view of the fascinating interplay between AI and tourism.



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