Hospitality & Tourism

Advances in Hospitality and Tourism

Digital Transformation and Sustainable Tourism 4.0
AI, Smart Destinations, and the Metaverse

Editors: Nilanjan Ray, PhD
Ahmad Albattat, PhD
Indrajit Ghosal, PhD

Digital Transformation and Sustainable Tourism 4.0

In Production
Pub Date: Forthcoming July 2027
Hardback Price: $200 US | £150 UK
Hard ISBN: 9781779649256
E-Book ISBN: 978-1-77964-926-3
Pages: Est. 388 pp w index
Binding Type: Hardback / ebook
Series: Advances in Hospitality and Tourism
Notes: 13 color and 2 b/w illustrations

This new volume, Digital Transformation and Sustainable Tourism 4.0: AI, Smart Destinations, and the Metaverse, explores how emerging digital technologies are reshaping tourism while preserving cultural heritage, supporting traditional livelihoods, and advancing sustainable development. Exploring how Tourism 4.0 evolves through big data analytics, artificial intelligence, Industry 4.0 technologies, and immersive virtual environments, this volume demonstrates that innovation can enhance tourism without compromising authenticity, local identity, or community well-being.

Bringing together international perspectives from researchers and practitioners, the chapters investigate data-driven decision-making for tourism SMEs, culturally conscious smart hospitality, digital destination management, and the growing influence of the metaverse on traveler behavior. The book also examines decision-support systems, smart destinations, AI-enabled personalization, resilient tourism following COVID-19, medical tourism, economic transformation, and digitally enhanced festival and heritage experiences. Regional case studies, comparative analyses, systematic reviews, and policy-oriented discussions provide practical insights alongside theoretical advances.

Rather than viewing technology as a replacement for tradition, the contributors demonstrate how digital innovation can strengthen cultural preservation, improve sustainability, and create more inclusive tourism ecosystems. The volume highlights strategies that balance technological advancement with environmental responsibility, economic resilience, and respect for local communities.

Key Features

  • Explores the convergence of AI, Big Data, Industry 4.0, and the Metaverse in Tourism 4.0.
  • Examines the integration of traditional livelihoods, cultural authenticity, and sustainable tourism.
  • Presents global case studies, systematic reviews, and policy-oriented perspectives.
  • Provides practical insights for researchers, policymakers, tourism professionals, and advanced students seeking to understand the future of sustainable digital tourism.

CONTENTS:
Preface

1. Implications of Big Data Analytics in Empowering Tourism SMEs
Kapil Mehta, Sushil Kumar, Yashwant Singh Rawal, and Yakup Durmaz

2. Cultural Integrity vs. Digital Replication: Navigating Authenticity in Virtual Tourism in Emerging Markets
Tran Tuyen

3. Fuzzy Soft Set–Based Decision Support for Integrating Traditional Livelihoods into Tourism 4.0
Ajoy Kanti Das, Nandini Gupta, Mai Mohamed, Muhammad Younus, Ertuðrul Ayyýldýz, P. Ramya, and Melike Cari

4. Harnessing Industry 4.0 Technologies to Foster Sustainable Tourism in Smart Destinations
Anisha Biswas, Arunika Bhadra, Dewasiri N. Jayantha, Indrajit Ghosal, and Sreejita Bose

5. Role of AI in Sustainable Tourism: A Roadmap
Indranil Mutsuddi, Sudeshna Chatterjee, Debattri Das, and M. Dileep Kumar

6. Drivers of Smart Hospitality Adoption: A Culturally Conscious Framework for Digital Tourism in India
Uttiya Kar, Swati Pal, and Richard Posthuma

7. Artificial Intelligence’s Ascent in Travel: Creativity, Effectiveness, and Customization
Nilanjan Ray, Abhinav Chandra, Tanmoy Majumder, Priyanka Kanjilal, and Dhanonjoy Kumar

8. Harnessing Digital Technologies for Sustainable Tourism: A Worldwide Analysis of Tourism 4.0
Samiha Mamun, Md. Rahat Khan, and Indrajit Ghosal

9. Bridging Traditions and Technology: Global Success Stories & Comparative Insights on Digital–Traditional Tourism Integration
Mrinal Kanti Das, Soumya Mukherjee, and Mukhammadfoik Bakhadirov

10. Metaverse Tourism and Consumer Decision-Making in the Hospitality and Tourism Industry
Shiva Ezzatian

11. Redefining Travel in the Digital Age: Enhancing Tourism Service Quality and Building a Smart Tourism Economy in West Bengal, India
Mahasweta Roy (Dutta)

12. Smarter Tourism in the Digital Era: A Case Study of India’s Maha Kumbh and the Incredible India App
Ruchika Rastogi, Meghna Garg, and Sakshi Verma

13. The Role of Artificial Intelligence in Optimizing Sustainability in Halal Food Production for Tourism and Hospitality
Priyanka Kanjilal, Dillip Kumar Das, Pema Lama, Erdogan Ekiz, and Nilanjan Ray

14. Resilient Journeys: Sustainable Tourism in India During and After COVID-19
Piyali Roy Chowdhury and Indrajit Ghosal

15. New Economic Models in Tourism 4.0 in the Digital Era
Mrityunjay Kumar and Anita Mathapati

16. Artificial Intelligence in Tourism and Hospitality Festival Experiences
Azizul Hassan and Erdogan Ekiz

17. Mapping the Knowledge Landscape of Post-Pandemic Medical Tourism: A Bibliometric and Thematic Review of Sustainability and Digital Transformation
Tanmoy Majumder, Somnath Chaudhuri, Priyanka Kanjilal, and Nilanjan Ray

18. Tourism in the Metaverse: A Systematic Review of Avatar-Driven Sustainable Practices
Surjadeep Dutta, Souvik Banerjee, Indrani Sengupta, and Sayanti Samanta

Index


About the Authors / Editors:
Editors: Nilanjan Ray, PhD
Associate Professor, Faculty of Management Studies, JIS University, Kolkata, India

Nilanjan Ray, PhD, is Associate Professor in the Faculty of Management Studies at JIS University, Kolkata, India. He has more than 16 years of academic experience and eight years of research expertise. Before joining JIS University, he held several academic and administrative positions, including Associate Professor and Head of the Department at the Institute of Leadership, Entrepreneurship and Development, where he also served as Director of the Internal Quality Assurance Cell (IQAC). Earlier, he was Associate Professor of Marketing Management and Centre Coordinator for Research in Business Analytics in the School of Business and Economics at Adamas University. Dr. Ray is actively engaged in funded research and currently serves as principal investigator of an ICSSR-sponsored project focused on socioeconomic impact studies. He has supervised several doctoral scholars and guided more than 55 postgraduate research projects. His scholarly output includes more than 100 research papers published in refereed national and international journals and conference proceedings. He has edited research handbooks published by leading international publishers, including Springer, IGI Global, and Apple Academic Press. In addition, he holds two German patents and 16 Indian copyrights. Dr. Ray serves as a reviewer for several leading journals, including Tourism Management, the Journal of Services Marketing, the Journal of Business and Economics, and the Research Journal of Business and Management Accounting, and is a member of the editorial boards of several refereed journals. He has also organized numerous faculty development programs, doctoral colloquia, and national and international conferences. His research interests include services marketing, tourism marketing, socio-economic impact studies, and business analytics. His qualifications include PhD, MBA (Marketing), MCom (Marketing), an STC in Financial Market Regulation and Management (IIT Kharagpur), and Accredited Management Teacher (AMT) certification from the All India Management Association.

Ahmad Albattat, PhD
Associate Professor and Program Leader, School of Global Hospitality and Tourism, Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia

Ahmad Albattat, PhD, is Associate Professor and Program Leader in the School of Global Hospitality and Tourism at Asia Pacific University of Technology and Innovation, Kuala Lumpur, Malaysia. He also serves as Visiting Professor and External Examiner at Medan Academy of Tourism, Indonesia. Previously, he held academic appointments at Management and Science University, Malaysia; Ammon Applied University College, Jordan; and the Sustainable Tourism Research Cluster, Universiti Sains Malaysia. Before entering academia, Dr. Albattat spent 17 years in the Jordanian hospitality industry, bringing extensive professional experience to his teaching, research, and consultancy activities. His teaching areas include hospitality management, events management, research methodology, strategic management, and graduate research supervision. An active researcher, he has published widely in refereed international journals, conference proceedings, books, and book chapters. He also serves as an editor, reviewer, and member of the editorial and scientific boards of numerous international journals and scholarly book projects. His research interests encompass hospitality and tourism management, hotel operations, events management, emergency planning, disaster preparedness, sustainable development goals, and human resource management. He earned a PhD in Hospitality Management from Universiti Sains Malaysia, specializing in disaster and emergency planning and preparedness.

Indrajit Ghosal, PhD
Associate Professor, School of Management and Commerce, Brainware University, Barasat, Kolkata, India

Indrajit Ghosal, PhD, is Associate Professor in the School of Management and Commerce at Brainware University, Barasat, Kolkata, India. He has more than 16 years of teaching and research experience in higher education. Before joining Brainware University, he served as Associate Professor in the Department of Computer Science and Engineering at Poornima University, Jaipur, India. Dr. Ghosal was awarded the Fellow in Research Project Management (FRPM) in 2017. He has published more than 60 research papers in reputed international journals and conference proceedings and has presented numerous research papers and case studies at national and international conferences. He has also authored more than five books and contributed chapters to several edited volumes. In addition to his research publications, Dr. Ghosal serves as editor of more than eight forthcoming academic books to be published by leading international publishers. A frequent keynote speaker, resource person, and session chair, Dr. Ghosal has delivered invited lectures at more than 30 conferences, workshops, and seminars hosted by universities and academic institutions. He also serves as a reviewer for journals indexed in Scopus, the Australian Business Deans Council (ABDC), the Chartered Association of Business Schools (ABS), and the Social Sciences Citation Index (SSCI). In addition, he has served as a PhD examiner and research supervisor, mentoring PhD scholars and MPhil scholars. Dr. Ghosal is a member of several international academic and professional associations. His research interests include digital marketing, consumer behavior, online marketing, entrepreneurship, e-commerce, and digital business, areas in which he continues to contribute through research, teaching, and academic leadership.




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