ABSTRACT
The internet and technology have changed consumer behavior in tourism, altering the balance of power between businesses and customers. Particularly, the development of social media has contributed to an increase in eWOM primarily due to negative consumer experiences, which impacts the future purchase decisions of eWOM readers. In this chapter, we present how technology has transformed consumer behavior; then, we present the main theories related to the impact of technology and internet on consumer behavior in tourism and show how technology is well accepted as a medium of consumer communication. We also review the recent trending technologies in tourism and evaluate their current and forecasted influence on consumer behavior. In the conclusion, we highlight the implications of trending technologies for tourism service providers and consumers.
