Welcome to my research areas
research line 1 – experience design & human transformation


In the emerging age of transformation, experiences design focuses on creating not only experiences that are extraordinary and memorable, but are transformative. While people often encounter transformative experiences throughout their lifetimes, these experiences are often accidental rather than designed. This research line focuses on how we can bridge the fields of experience design and psychology to understand how we can intentionally design for and occasion transformative experiences. This research line addresses the questions: What are triggers of transformation? How can businesses and employees guide transformations? What are the conditions and environments to create transformative experiences? How can transformation be sustained after the experience to integrate awe-inducing moments into a long-lasting effect?

These selected recent publications may be of your interest:

Neuhofer, B., Egger, R., Yu, J., Celuch, K. (2021) Exploring human transformation in festival experiences: The case of Burning Man. CAUTHE 2021 Conference.

Neuhofer, B., Celuch, K., To, L. (2020) The psychological dimensions of transformative festival experiences. International Journal of Contemporary Hospitality Management. 32 (9), pp. 2881-2901.

research line 2 – experience design & digital transformation


In the 21st century, two main paradigm shifts transformed society and the business world. People are in search of more unique,  memorable experiences and digital technology has become a catalyst of change that has transformed the way we buy, consume our experiences. This research line combines experience design and digital transformation. It is future oriented and explores emerging digital technologies – virtual reality, artificial intelligence, robotics, chatbots, big data systems – and questions around how these digital technologies shape and enhance customer experiences in multiple service contexts. In the context of eTourism and the tourism industry, digital technologies play a major role in co-creating experiences before, during and after travel. This research line zooms out to the macro trends shaping the future of technology enhanced tourism  experiences, and zooms in on the customer journey maps on how technologies meet tourist needs, exceed expectations and create memorable wow moments along all steps of the customer journey.

These selected recent publications may be of your interest:

Grundner, L. and Neuhofer, B. (2021) The Bright and Dark Sides of Artificial Intelligence: A Futures Perspective on Tourist Experiences. Journal of Destination Marketing and Management, 19.

Neuhofer, B., Magnus, B., Celuch, K. (2020) The impact of artificial intelligence on event experiences: A scenario technique approach. Electronic Markets. pp.1-17.

Simon, O., Neuhofer, B., Egger, R. (2020) Human-robot interaction: Conceptualising trust in frontline teams through LEGO  Serious Play . Tourism Management Perspectives, 35.

Femenia-Serra, F., Neuhofer, B. and Ivars-Baidal, J. (2019) Towards a conceptualisation of smart tourists and their role within the smart destination scenario. The Service Industries Journal, 39 (2), 109-133

 Research line 3 – Experience Design & Value Co-Creation


Experience and value co-creation has become a key idea in services and tourism marketing in the 21st century. It recognises the power of actively involving your consumers  in the production and consumption of products, services and experiences. This research line addresses the questions: How can we apply the principles of co-creation in service design thinking, experience design thinking, and in various service fields, including the tourism domain? Who are the key actors and stakeholders that co-create experiences and value in the service eco-system for mutual value and wellbeing? How can we implement digital technology to elevate co-creation to a next level?

These selected recent publications may be of your interest:
Tu, P.,  Neuhofer, B. and Viglia, G. (2018) When co-creation pays. Stimulating engagement to increase revenues. International Journal of Contemporary Hospitality Research.

Johnson, A. and Neuhofer, B. (2017) Airbnb – An Exploration of Value Co-Creation Experiences in Jamaica. International Journal of Contemporary Hospitality Research, 29:9, 2361-2376.

Camilleri, J. and Neuhofer, B. (2017) Value Co-Creation and Co-Destruction in the Airbnb Sharing Economy. International Journal of Contemporary Hospitality Research, 29: 9, 2322-2340.

Neuhofer, B. (2016) Innovation through co-creation: Towards an understanding of technology-facilitated co-creation processes in tourism. In: Egger, R., Gula, I., Walch, D. (eds.) Open Tourism: Open Innovation, Crowdsourcing and Collaborative Consumption challenging the tourism industry. Vienna, Springer, pp.17-33.