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With the rapid development of digital technologies, customer-oriented strategies have become a key driver for value co-creation in the tourism sector. This paper examines the applications of digital tools such as social media, mobile applications, and virtual reality in the tourism industry, exploring how these technologies enhance customer engagement and personalized experiences, thereby increasing customer satisfaction and business revenue. The study finds that by effectively leveraging these digital tools, tourism enterprises can better understand customer needs and achieve greater flexibility and responsiveness in service delivery, promoting overall value co-creation in the tourism industry. Additionally, the paper discusses the long-term impact of digital customer orientation on the sustainable development of the tourism industry and how enterprises can strategically integrate these technologies to optimize customer experiences and enhance competitiveness.
Zhang et al. (Sun,) studied this question.