When “Old” Meets “New”: Unlocking the Future of Innovative Technology Implementation in Heritage Tourism

This paper aims to gain insights into how heritage destinations have adopted innovative technologies (e.g., AI, immersive technology, 3D technology, big data) into their daily operations, and to reveal future research directions that can guide technology studies in the heritage tourism domain. Innovative technologies are crucial for heritage tourism management and marketing as they provide interactive experiences for visitors, improve efficient management of resources, and enhance effective communication among all stakeholders, resulting in increased engagement and sustainability for the heritage tourism industry. To achieve this objective, we propose a conceptual framework for Technology-Destination Interaction. A comprehensive literature search was conducted, resulting in the selection of 111 articles being analyzed and discussed, drawing on the framework. Based on the results, this study proposes seven future research directions that include, but are not limited to, the latest technologies (e.g., ChatGPT, Metaverse, Geo AI) and potential challenges in technology adoption (e.g., tourism leakage, technology waste, or ethnical concerns). Thirty research questions were developed for future studies. The paper contributes to both researchers and practitioners who are interested in investigating the impact of innovative technologies on heritage tourism.