Behind the smart. The hidden costs of tourism technology optimism

Smart tourism is a prevalent discourse in tourism theory and practice that creates a positive outlook on the future of tourism as a more accessible, sustainable and resilient industry (Gretzel, 2021; Stankov & Gretzel, 2021). Much of this optimism stems from the belief that new technological solutions benefit tourists, tourism destinations, and the tourism ecosystem as a whole (Stankov & Gretzel, 2020). To a certain extent, this phenomenon can be explained by the idea of technology optimisms stating that people who are constantly exposed to technological advancements develop an unconscious association between technology and success. Overoptimism is at the heart of that phenomenon, and as such, it could be considered a bias toward technology (Clark et al., 2016). There are many reasons to be optimistic about technology, but one of the most common is the fact that technological breakthroughs can have enormously positive impacts on the economy, society, and individual lives (Paro et al., 2021). Nonetheless, this is only one side of the story. In many instances, technological failures go unnoticed, and the tourism industry incurs a substantial amount of hidden technology costs (Case, 2015; Clark et al., 2016). Thus, this paper investigates the primary costs of the smart tourism agenda, often overlooked by tourism literature, beginning with the digital footprint created by tourism technology, green-washing by tourism technology providers, and concluding with the detrimental effects of technology-driven tourism experiences. The purpose of highlighting these costs is to aid in the discovery of a more balanced strategy for advancing smart tourism development that will truly contribute to the goals of sustainable development.