Purpose This paper aims to address the transformation of tourist motivation in the era of immersive smart technologies, arguing that traditional novelty-seeking frameworks are no longer sufficient. It highlights the need for a new interpretive lens in understanding why people continue to travel despite increasing virtual exposure. Design/methodology/approach A conceptual commentary grounded in recent literature and critical theoretical reflection on smart tourism, digital realism and tourist psychology. Findings The saturation of pre-experienced smart content is reshaping expectations and dampening novelty. Yet, tourists continue to travel physically, suggesting the need to redefine motivation beyond the pursuit of the unknown. Practical implications The findings highlight the importance for destinations and smart tourism designers to balance inspiration and mystery, avoiding over-saturation while fostering confidence-building yet serendipitous experiences. Originality/value This paper proposes four emerging motivational mechanisms, namely, simulation actualization, smart bubble, superiority signaling and layered experience and outlines the foundation of a post-novelty paradigm in tourism research.
Lee et al. (Mon,) studied this question.