Centre for Digital Transformation in the Visitor Economy
We are dedicated to researching, endorsing, and advocating the power of information technology and digital media in the visitor economy.
The Centre for Digital Transformation in the Visitor Economy (DIGMY) work in collaboration with leading academic, business, public and third sector partners across a broad spectrum of disciplines to provide rigorous and critical scientific foundation to deliver value to the visitor economy of tomorrow. Driven by innovation and technological advancement to create resilience and digital inclusion, we focus on four core themes:
- Digital transformation in tourism, hospitality and events; including new media and consumer behaviour, new business models and disruptive innovation, transformation in business operations and performance,
- Smart systems in tourism, hospitality and events, including: artificial intelligence and robotics, sensors and internet-of-things,
- Technology for social good in tourism, hospitality and events, including: technology facilitating health and wellbeing, social isolation and loneliness, inclusion and accessibility,
- Data science and innovative methodologies in tourism, hospitality and events; including biometric research, data analytics and pattern recognition in big data.
Covid-19 research in hospitality and tourism
Our research aims to understand the needs and requirements of businesses and travellers to be able to return to a new normality when it comes to travelling and the prosperity of businesses.
Chen, F., Naylor, M., Li, Y., Dai, S., & Ju, P. (2021). Festival or Sport? Chinese Motivations to a Modern Urban Hiking Event. SAGE Open, 11(1), 2158244020986155.
Cohen, S., Liu, H., Hanna, P., Hopkins, D., Higham, J. & Gössling, S. (2021). The Rich Kids of Instagram: Luxury travel, transport modes and desire. Journal of Travel Research (accepted).
Duffy, M., Scarles, C., Edensor, T., Waitt, G. & Franklin, A. (2021). Twenty Years on: Reflections on the journeys travelled and future directions of Tourist Studies. Tourist Studies, 21(1), 3-8.
Femenia-Serra, F., Ioannou, A., Tussyadiah, I. (2021). Is Smart Scary? A mixed-methods study on privacy in smart tourism. Current Issues in Tourism. DOI: https://doi.org/10.1080/13683500.2021.1987399
Ioannou, A., Tussyadiah, I. (2021). Privacy and Surveillance Attitudes During Health Crisis: Acceptance of Surveillance and Privacy Protection Behaviours. Technology in Society. DOI: https://doi.org/10.1016/j.techsoc.2021.101774
Ioannou, A., Tussyadiah, I., Marshan, A. (2021). Dispositional mindfulness as an antecedent of privacy concerns: A protection motivation theory perspective. Psychology & Marketing. https://doi.org/10.1002/mar.21529
Qiu, R. T., Liu, A., Stienmetz, J. L., & Yu, Y. (2021). Timing matters: crisis severity and occupancy rate forecasts in social unrest periods. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-06-2020-0629
Li, S., Saayman, A., Stienmetz, J., Tussyadiah, I. (2021). Framing Effects of Messages and Images on the Willingness to Pay for Pro-Poor Tourism Products. Journal of Travel Research. doi:10.1177/00472875211042672
Ling, E.C., Tussyadiah, I., Tuomi, A., Stienmetz, J., Ioannou, A. (2021). Factors Influencing Users' Adoption and Use of Conversational Agents: A Systematic Review. Psychology & Marketing. https://doi.org/10.1002/mar.21491
Sharma, A., Shin, H. S., Santa-María, M. J., & Nicolau, J. L. (2021). Hotels’ COVID-19 Innovation and Performance. Annals of Tourism Research. 103180. https://doi.org/10.1016/j.annals.2021.103180
Tuomi, A., Tussyadiah, I., Hanna, P. (2021). Spicing Up Hospitality Service Encounters: The Case of Pepper™. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-07-2020-0739
Tuomi A., Tussyadiah I., Ashton M. (2021) Covid-19 and Instagram: Digital Service Innovation in Top Restaurants. In: Wörndl W., Koo C., Stienmetz J.L. (eds) Information and Communication Technologies in Tourism 2021. Springer, Cham. https://doi.org/10.1007/978-3-030-65785-7_45
Tussyadiah, I., Tuomi, A., Ling, E.C., Miller, G., Lee, G. (2021). Drivers of organzational adoption of automation. Annals of Tourism Research. DOI: https://doi.org/10.1016/j.annals.2021.103308
Xu, S. (2021). Will digital nature engagement positively impact our wellbeing? Blog retrieved from DEFRA (Department for Environment, Food and Rural Affairs, Government department) website: https://people-and-nature-survey-defra.hub.arcgis.com/pages/blog#tracy-blog
Van Nuenen, T. & Scarles, C. (2021). Advancements in technology and digital media in tourism. Tourist Studies, 21(1), 119-132.
White, E. V., Gatersleben, B., Wyles, K. J., Murrell, G., Golding, S. E., Scarles, C., & Xu, S. (2021). Gardens and wellbeing during the first UK Covid-19 lockdown (Research Report No. 1). Report retrieved from www.surrey.ac.uk/garden-report.pdf
Berridge, G. (2020) Chapter 21 Designing Event Experiences in Page, Stephen J., and Joanne Connell, eds. The Routledge handbook of events. 2nd ed. Routledge, 2020. https://www.routledge.com/The-Routledge-Handbook-of-Events/Page-Connell/p/book/9780367236489
Benítez-Aurioles, B., Tussyadiah, I. (2020). What Airbnb does to the housing market. Annals of Tourism Research. DOI: https://doi.org/10.1016/j.annals.2020.103108
Choi, A., Berridge, G. and Kim, C., 2020. The Urban Museum as a Creative Tourism Attraction: London Museum Lates Visitor Motivation. Sustainability, 12(22), p.9382.
Ioannou, A., Tussyadiah, I., Miller, G. (2020). That's private! Understanding travelers' privacy concerns and online data disclosure. Journal of Travel Research. DOI: 10.1177/0047287520951642
Ioannou, A., Tussyadiah, I., Lu, Y. (2020). Privacy concerns and disclosure of biometric and behavioral data for travel. International Journal of Information Management, 54, 102122. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102122
Li, H., Liu, H., Zhang, Z. (2020). Online persuasion of review emotional intensity: A text mining analysis of restaurant reviews. International Journal of Hospitality Management (Accepted).
Loureiro, S., Guerreiro, J., Tussyadiah, I. (2020). Artificial Intelligence in Business: State of the Art and Future Research Agenda. Journal of Business Research. DOI: https://doi.org/10.1016/j.jbusres.2020.11.001
Park, S., & Stangl, B. (2020). Augmented reality experiences and sensation seeking. Tourism Management, 77, 104023.
Scarles, C., Treharne, H., Casey, M., & Zainal Abidin, H. (2020). Micro-mobilities in curated spaces: agency, autonomy and dwelling in visitor experiences of augmented reality in arts and heritage. Mobilities, 15(6), 776-791, DOI: 10.1080/17450101.2020.1816439
Shin, H. S., & Kang, J. H. (2020). Reducing perceived health risk to attract hotel customers in the COVID-19 pandemic era: Focused on technology innovation for social distancing and cleanliness. International Journal of Hospitality Management, 91, 102664. https://doi.org/10.1016/j.ijhm.2020.102664
Stangl, B., Ukpabi, D. C., & Park, S. (2020). Augmented Reality Applications: The Impact of Usability and Emotional Perceptions on Tourists’ App Experiences. In Information and Communication Technologies in Tourism 2020 (pp. 181-191). Springer, Cham.
Stangl, B., Prayag, G., & Polster, L. (2020). Segmenting visitors’ motivation, price perceptions, willingness to pay and price sensitivity in a collaborative destination marketing effort. Current Issues in Tourism, 23(21), 2666-2682.
Stienmetz, J., Liu, A., Tussyadiah, I. (2020). Impact of perceived peer-to-peer accommodation development on community residents’ well-being. Current Issues in Tourism. DOI: 10.1080/13683500.2020.1797644
Tuomi, A., Tussyadiah, I.P. (2020). Building the sociomateriality of food service. International Journal of Hospitality Management, 89, 102553. DOI: https://doi.org/10.1016/j.ijhm.2020.102553
Tuomi, A., Tussyadiah, I.P., Stienmetz, J. (2020). Applications and implications of service robots in hospitality. Cornell Hospitality Quarterly. DOI: https://doi.org/10.1177/1938965520923961
Tuomi, A., Tussyadiah, I., Ling, E.C., Miller, G., Lee, G. (2020). x=(tourism work) y=(sdg8) while y=true: automate(x). Annals of Tourism Research, 84, 102978. DOI: 10.1016/j.annals.2020.102978
Tussyadiah, I. (2020). A review of research into automation in tourism: Launching the Annals of Tourism Research Curated Collection on Artificial Intelligence and Robotics in Tourism. Annals of Tourism Research, 81. DOI: https://doi.org/10.1016/j.annals.2020.102883
Tussyadiah, I.P., Zach, F.J., Wang, J. (2020). Do travelers trust intelligent service robots? Annals of Tourism Research, 81. DOI: https://doi.org/10.1016/j.annals.2020.102886
Xu, S., Martinez, L. R., & Smith, N. (2020). The effects of attractiveness, gender and self-esteem in service jobs. International Journal of Contemporary Hospitality Management, 32, 249-266.
Xu, S., Stienmetz, J., & Ashton, M. (Accepted). How will robots redefine leadership in hotel management? A Delphi approach. International Journal of Contemporary Hospitality Management. Featured in SurreyNews, ScienceDaily, Hospitality&CateringNews,Metro, Guildford Dragon, AzoRobotics, NewsWise, Gadget, News8Plus.
Wu, S., Li, Y., Wood, E., Senaux, B. & Dai, G. (2020) Liminality and festivals—Insights from the East. Annals of Tourism Research, 80, 102810.
Yu, Y., Xu, S., Li, G, & Kong, H. (Accepted). Systematic review of research on abusive supervision in hospitality. International Journal of Contemporary Hospitality Management.
Zou, S., Tan K. P. S., Liu, H. & Li, X. (2020). Mobile versus PC: Does device type affect online survey response quality in tourism research? Current Issues of Tourism(Accepted).
Abidin, H.Z., Scarles, C. & Lundberg, C. (2019). Digital Collaboration: A Solution for Destinations, e-Review of Tourism Research.
Corrigan-Kavanagh, E., Scarles, C., Frohlich, D., Revill, G., Beynon, M., Van Duppen, J. (2019). Explorations on the future of the book from the Next Generation Paper Project. Publishing History.
Corrigan-Kavanagh, E., Scarles, C., Revill, G. (2019). Augmenting Travel Guides for Enriching Travel Experiences. e-Review of Tourism Research. 17, 344-348, Texas A&M Agrilife.
Frohlich, D., Corrigan-Kavanagh, E., Bober, M., Yuan, H., Sporea, R., Le Borgne, D., Scarles, C., Revill, G., van Duppen, J., Brown, A.W. & Beynon, M. (2019). The Cornwall a-book: An Augmented Travel Guide Using Next Generation Paper, Journal of Electronic Publishing, Vol.22(1), online:http://dx.doi.org/10.3998/3336451.0022.101.
Kastner, M., Stangl, B., & Schmidinger, G. (2019). Combining Data Sources and Capitalizing on Collaborations With Industry Partners to Investigate the Appropriateness of “Pay What You Want” for Heterogeneous Customer Groups. SAGE Publications Ltd.
Lund, F., Scarles, C. & Cohen, S. (2019). The brand value continuum: Countering co-destruction of destination branding in social media through storytelling. ,Journal of Travel Research. DOI: https://doi.org/10.1177%2F0047287519887234.
Park, S., Tussyadiah, I. (2019). How guests develop trust in hosts: An investigation of trust formation in P2P accommodation. Journal of Travel Research. DOI: https://doi.org/10.1177/0047287519884654.
Siegel, L., Tussyadiah, I., Scarles, C. (2019). Does Social Media Help or Hurt Destinations? A Qualitative Case Study. e-Review of Tourism Research.
Stangl, B., Prayag, G., & Polster, L. (2019). Segmenting visitors’ motivation, price perceptions, willingness to pay and price sensitivity in a collaborative destination marketing effort. Current Issues in Tourism, 1-17.
Sun, H., Wu, S., Li, Y. & Dai, G. (2019). Tourist-to-tourist interaction at festivals: A grounded theory approach. Sustainability, 11(15), 4030. doi:10.3390/su11154030
Tussyadiah, I., Miller, G. (2019). Nudged by a robot: Responses to agency and feedback, Annals of Tourism Research. DOI: https://doi.org/10.1016/j.annals.2019.102752.
Tuomi, A., Tussyadiah, I.P., Stienmetz, J. (2019). Leveraging LEGO® Serious Play® to embrace AI and robots in tourism, Annals of Tourism Research, DOI: https://doi.org/10.1016/j.annals.2019.06.003.
Wong, I., Xu, S., Chan, G., & He, M. (2019). A cross-level investigation of the role of human resources practices: Does brand equity matter? Tourism Management, 75, 418-426.
Xu, S., & Cao, Z. (2019). Antecedents and outcomes of work-nonwork conflict in hospitality: A meta-analysis. International Journal of Contemporary Hospitality Management, 31, 3919-3942.
Xu, S. & Wang, J. (2019). Still waters stay put: Uncovering the effects of emotional variability using experience sampling methodology. Scandinavian Journal of Hospitality and Tourism, 19, 317-332.
Lundberg, C., Ziakas, V. (2018). Fantrepreneurs in the Sharing Economy: Co-Creating Neo-Tribal Events. Event Management, 22 (2), 287-301.
Lund, F., Cohen, S. & Scarles, C. (2018). The Power of Social Media Storytelling in Destination Branding, Destination Marketing and Management, Vol.8: 271-280. DOI: https://doi.org/10.1016/j.jdmm.2017.05.003.
Sporea, R., Le Borgne, B.H., Yrjana, S., Nordman, S., Ritvonen, T., Seisto, A., Revill, G., Bober, M., Brown, A., Scarles, C. & Frohlich, D. (2018). Next Generation Paper: an augmented book platform, Proc. SPIE 10738, Organic and Hybrid Sensors and Bioelectronics XI, 1073811 (14 September 2018).
Tussyadiah, I.P., Park, S. (2018). When Guests Trust Hosts for Their Words: Host Description and Trust in Sharing Economy. Tourism Management, 67, 261-272. DOI: 10.1016/j.tourman.2018.02.002.
Tussyadiah, I.P., Wang, D., Jung, T., tom Dieck, M.C. (2018). Virtual Reality, Presence and Attitude Change: Empirical Evidence from Tourism. Tourism Management, 66, 140-154. DOI: 10.1016/j.tourman.2017.12.003.
Tussyadiah, I.P., Jung, T., tom Dieck, M.C. (2018). Embodiment of Wearable Augmented Reality Technology in Tourism Experiences. Journal of Travel Research, 57(5), 597–611. DOI: 10.1177/0047287517709090.
Gkritzali, A. (2017). Online sentiment recovery during a destination crisis. Annals of Tourism Research, 66, 183-185. DOI: 10.1016/j.annals.2017.05.012.
Gkritzali, A., Gkritzali, D., Stavrou, V. (2017). Is Xenios Zeus Still Alive? Destination Image of Athens in the Years of Recession. Journal of Travel Research, 57(4), 540-554. DOI: 10.1177/0047287517705225.
Li, S., Li, H., Song, H., Lundberg, C., Shen, S. (2017). The Economic Impact of On-Screen Tourism: The Case of The Lord of the Rings and The Hobbit. Tourism Management, 60, 77-187. DOI: 10.1016/j.tourman.2016.11.023.
Lundberg, C., Ziakas, V., Morgan, N. (2017). Conceptualising on-screen tourism destination development. Tourist Studies, 18 (1).
Park, S., Tussyadiah, I.P. (2017). Multidimensional Facets of Perceived Risk in Mobile Travel Booking. Journal of Travel Research, 56(7), 854–867. DOI: 10.1177/0047287516675062.
Stangl. B., Prayag, G. (2017). Collaborative destination marketing and PWYW. Annals of Tourism Research. DOI: 10.1016/j.annals.2017.09.001.
The future of destinations online forum
As the coronavirus pandemic continues to have devastating impacts on destinations, governments and destinations have taken action to restore and invigorate the sector. This seminar drawing upon industry and academic insights aimed to consider what the impacts of the pandemic have been and how destinations are able to reposition visitor experiences during times of continued uncertainty whilst planning for the future.
Our panel of distinguished industry speakers included:
- Susan Deer, Director of Industry Relations, ABTA
- Richard Veal, MD, SimpleView
- Will Wright, co-founder, Destination Core
Our panel of Surrey academic speakers included:
Our research group is equipped with a world-class biometric research laboratory to facilitate various consumer behaviour studies using psycho-physiological measurements. The digital lab is outfitted with an integrated system of biometric sensor equipment including remote and mobile eye-tracking, facial expression, galvanic skin response (GSR), optical heart rate, etc.
Using various biometric sensors in addition to other methodologies such as interviews and surveys, researchers are able to combine and synchronise data to enhance our investigations. Our lab allows us to experiment with the latest technology applications in tourism, hospitality, and events, such as virtual reality and social robots.
Find an expert
Professor Iis Tussyadiah
Head of School of Hospitality and Tourism Management, Professor of Intelligent Systems in Service
Surrey Affiliated Members
Dr Irina Cojuharenco
Reader, Founding Director of the University of Surrey Business and Economic Experiments (USBEE) Laboratory
Postgraduate research students
Programme Leader and Lecturer in Events / PhD Researcher (Environmental Psychology & Travel)