Co-creating the touristic experience in the digital era: Towards increasing immersion or detachment

Industries are striving to become digital in response to ongoing technological advancements. The tourism sector is among the most heavily impacted by these developments, requiring entities to adapt and become more resilient by co-creating valuable, personalized, and immersive experiences that go beyond standard offerings. Thus, this research examines how new technologies, including mobile applications, virtual reality, online concierge services, and smart devices, impact value co-creation and clients’ immersion during their stay. To achieve this aim, we employed a phenomenological approach by analyzing customers’ life stories from their stays at five-star hotels in Morocco. The study highlights contrasting approaches to technological appropriation. It reveals that while some digital devices enrich the experience by promoting autonomy, personalization, and anticipation, others can lead to overload, emotional disconnection, or feelings of dehumanization. Far from being unambiguous, the effect of technologies depends heavily on customer profiles, expectations, and the relational context. Moreover, we used Carù & Cova's appropriation model to better understand immersion as a gradual process marked by tensions between innovation and authenticity. In addition, we formulated suggestions to help the high-end hotel industry better articulate its digital services and sensory experiences.