Technological Mediation

This chapter explores the application of the theory of technological mediation in the hospitality and tourism (H&T) industry, emphasizing how immersive technologies such as virtual reality and augmented reality transform tourist experiences and service delivery. The theory of technological mediation offers a profound framework for understanding how technology influences human experience and interaction, particularly in H&T settings. Building on postphenomenology, the theory advocates for expanding the application of technological mediation theory beyond embodiment to include hermeneutic, alterity, and background relations. This comprehensive approach facilitates a deeper understanding of technology’s transformative effects on tourism, ultimately guiding more effective strategies for enhancing customer experiences and business performance. This study proposes future research areas by applying the theory to examine how emerging technologies reshape customer experiences and operational practices in tourism.