The integration of physical and digital experiences in ecotourism is reshaping ecotourism by enhancing visitor engagement and advancing sustainability practices. This study employs a grounded theory approach to investigate the impact of technologies such as augmented reality, virtual reality and artificial intelligence-driven interactive platforms on ecotourism experiences. Three key themes emerged, including immersive engagement, environmental sustainability and digital adaptation. The findings demonstrate that physical and digital experiences in ecotourism significantly enrich the ecotourism experience by facilitating real-time environmental education, fostering deeper emotional connections with nature and reducing ecological footprints. However, challenges related to digital accessibility, concerns about authenticity and the need for greater community integration remain critical barriers. This research contributes to the discourse on smart and sustainable tourism by providing actionable insights for industry stakeholders and proposing a conceptual framework that integrates technological advancements with environmental consciousness. The study advocates for a more immersive, responsible and inclusive ecotourism paradigm, offering a foundation for future research and practice in this evolving field.
I Nengah Subadra (Tue,) studied this question.
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