Keywords

1 Introduction

The Fourth Industrial Revolution, also known as Industry 4.0, is a conceptual framework that emphasizes the integration of advanced technologies such as robotics, artificial intelligence, and the Internet of Things (IoT) into manufacturing and supply chain operations to improve business flexibility, productivity, and efficiency. This integration also facilitates more informed decision-making and customization (Ustundag & Cevikcan, 2017). While the term “Industry 4.0” originated in the context of manufacturing and industrial processes, its principles and technologies have found applications and relevance in various other domains, from health care (Health 4.0), and education (Education 4.0), to finance and tourism (İyigün & Görçün, 2023; Starc Peceny et al., 2019). Industry 4.0 brings a positive and hopeful perspective regarding the impact of technology on society, economy, and overall human well-being (Vujičić & Stankov, 2022), and even the driver that can help achieve the sustainable development goals (SDGs) this decade (Herweijer et al., 2020). It is the belief that technological advancements and innovations have the potential to bring about positive changes, solve problems, and improve various aspects of life (Pencarelli, 2019). An inherent presumption exists that the operational efficacy of tourism information technology and other Industry 4.0 technological advancements is enhanced to the benefit of both tourists and society at large (Stankov & Gretzel, 2021). However, even technological marvels of the tourism industry frequently lack human-centered design (Stankov & Gretzel, 2020), and often even basic accessibility features (Cassia et al., 2020; Fernández-Díaz et al., 2022; Stankov & Filimonau, 2019).

The European Commission has implemented numerous initiatives to foster accessibility in Industry 4.0, including financial commitments toward training and development programs that furnish personnel with the knowledge and competencies required to navigate the continuously changing work environment (Duan & Da Xu, 2021). In recent years, however, a paradigm shift has been occurring pleading that a more comprehensive approach to Industry 4.0 is needed (Möller et al., 2022; Stankov et al., 2024).

Societies have recently encountered unprecedented challenges, including but not limited to global climate change, pandemics, hybrid and conventional warfare, and refugee crises, which account for this shift (Golovianko et al., 2023; Morar et al., 2022; Stankov et al., 2020, 2023a). In the era of digital advancements, there exists a persistent inclination to remedy all societal issues—be it corruption, pollution, or obesity—through the digital quantification, tracking, or gamification of human behavior. However, it is crucial to recognize that altering the incentives driving our moral, ethical, and civic conduct can potentially transform the very essence of these behaviors (Morozov, 2013). For processes to be resilient and sustainable, humans must be re-involved in organizational decision-making (Golovianko et al., 2023) providing value-driven development. In that sense Industry 5.0 approach has emerged (Xu et al., 2021).

As per the European Union, Industry 5.0 is a forward-thinking paradigm for the industrial sector. This approach goes beyond the conventional focus on basic efficiency and production, hence increasing the industry’s importance within a wider societal context (Zizic et al., 2022). At the core of this approach is the emphasis on promoting well-being, employing state-of-the-art technologies to foster prosperity that transcends simple economic expansion (Hamdan et al., 2023). Industry 5.0 functions in a complementary manner to the well-established Industry 4.0 framework, placing distinctive emphasis on the contribution of research and innovation toward a sustainable, human-centric, and resilient industrial environment in Europe (Breque et al., 2021; Müller, 2020).

The tourism industry, inherently shaped by technological advancements, has witnessed a rapid evolution, catapulting it into a new era characterized by efficiency, innovation, and heightened connectivity (Cimbaljević et al., 2018; Radojević et al., 2023). As equivalent to Industry 4.0, tourism-specific use of technology can be referred to as Tourism 4.0 (Stankov & Gretzel, 2020; Starc Peceny et al., 2019). Tourism 4.0 is a novel tourism value ecosystem built upon a technology-intensive service production paradigm (Stankov & Gretzel, 2020). However, amidst this transformative journey, a notable consequence has emerged—certain segments of tourists have been inadvertently left behind (Gretzel & Stankov, 2021). In this sense, Tourism 5.0 as equivalent to Industry 5.0 is needed as a holistic approach to adopt a more human-oriented, sustainable, and resilient approach to using technology. This consists of responsible innovation that seeks to increase prosperity for all stakeholders—investors, workers, customers, society, and the environment—rather than focusing solely on profit maximization or cost-efficiency (Breque et al., 2021).

The need for the Tourism 5.0 approach stems from the dual factors of the relentless speed at which technology develops and the varying technological capabilities of individuals (Cimbaljević et al., 2023; Stankov & Filimonau, 2020). As technology becomes increasingly integral to every aspect of travel, ensuring universal accessibility has transitioned from being a mere consideration for tourism information provision (Domínguez Vila et al., 2020; Silva & Borges, 2020; Stankov et al. 2023) to an imperative need. With the progression of technology, it is anticipated that the degree of accessibility incorporation into the design of tourism services will increase exponentially (Kadijević et al., 2016) (see Fig. 1). This would be influenced not only by the technology itself (Industry 4.0) but also by a shift in perception regarding the significance of technology concerning the socio-economic environment and general welfare (Industry 5.0).

Fig. 1
An illustration of accessibility levels in the tourism industry for inclusive and meaningful tourist experiences. An arrow points from Industry 4.0 to Tourism 4.0. A 2-sided arrow is present between Industry 5.0 and Tourism 5.0.

(Source Contribution of the authors)

Logical framework for the accessibility inclusion in the Tourism 5.0 approach

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Industry 5.0 represents a paradigm shift that seeks to reconcile the benefits of technological achievements with a renewed emphasis on inclusivity (Bonello et al., 2024). The framework advocates for a holistic approach where the well-being and diverse needs of all individuals, including those who may face barriers due to technological disparities, are prioritized. This is particularly relevant in the context of the tourism industry, where experiences should be crafted to cater to a wide spectrum of travelers, irrespective of their technological proficiency or access to the latest innovations (Carlisle et al., 2021). The advent of Industry 5.0 introduces a unique opportunity to bridge the digital divide and create a more equitable travel landscape.

By aligning technological progress with the principles of human-centricity, sustainability, and resilience, Industry 5.0 can catalyze redefining the relationship between technology and tourism (Filimonau et al., 2022; Orea-Giner et al., 2022). The exploration of Industry 5.0 within the tourism industry presents an exciting prospect to leverage technology not only for its groundbreaking capabilities but also to ensure that its benefits are universally attainable, fostering a more inclusive and enriching travel experience for all.

To comprehend the implications of accessibility in designing the tourist experience within the Tourism 5.0 approach, a review of key existing concepts is essential. Consequently, this chapter undertakes an analysis of the literature on contemporary issues in Industry 4.0 and its transition to Industry 5.0. Initially, the chapter delves into the basic characteristics of Industry 5.0, resilience, human-centered design, and sustainability. It analyzes technology optimism as the underlying concept of Industry 4.0 and relates it to resilience in tourism crisis management. Second, the paper explores the human-centric approach as a core value of Tourism 5.0 and a path toward more sustainable development. Following that, the chapter further presents practical technologies for accessibility in Tourism 5.0 experiences throughout the travel phases. Thus, this chapter fills the gap in the literature regarding the place of accessibility in the transition from Tourism 4.0 toward Tourism 5.0. By outlining directions for future research, the chapter contributes further to the ongoing academic and practical discourse on the importance of technology accessibility in the area of information and communication technology (ICT) proliferation.

2 Resilience to the Crisis that Flows from Technology Optimism

In several industries, including tourism and hospitality, ICT has become a vital instrument for crisis management (Liu et al., 2015; Wilk-Jakubowski et al., 2022). In this context, ICT is not considered solely as a tactical tool, but also it serves as a strategic one. It is currently a critical component of all phases of tourism crisis management, as it is used to forecast (before), save or mitigate (during), and assist in recovery (after) (Dragović et al., 2019; Wut et al., 2021). Apart from the anticipated use of ICT solutions in crisis management scenarios (Kwok et al., 2021), smart environments and the ubiquitous presence of technology enable unique, unscripted, and creative applications (Gretzel et al., 2020). Except for vaccine development and medicine, the COVID-19 pandemic has revealed numerous exciting technology solutions in the fields of robotics, IoT and AI but also in consumer electronics and everyday Internet apps that are geared toward actively addressing newly emerging challenges (Thomas et al., 2021). As a result, the tourism industry and society as a whole, have gained confidence and optimism in their ability to deal with future crises through increased dependence on modern and sophisticated technology solutions (Berawi, 2021). This optimism could be related to, so so-called technology effect (Clark et al., 2016). This phenomenon implies that continuous exposure to technical breakthroughs would drive decision-makers to be overconfident in technology’s ability to produce favorable outcomes, as that confidence builds an unconscious link between technology and success (Clark et al., 2016). Indeed, the implicit assumption that the technological innovations of Tourism 5.0 work better for tourists has already become commonplace in the tourism domain (Stankov & Gretzel, 2020). In essence, the technology effect has the concept of over-optimism at its core, and as such it could be viewed as a bias toward optimism in technology (Clark et al., 2016). The traditional concept of technology optimism is fueled by the fact that technological successes often come with game-changing results, such as revolutionizing industries, boosting sustainability, and improving the quality of life of many (Paro et al., 2021). Such events are highly notable, while on the other side, technology failures often go quietly, as they usually do not change the current state of affairs, and affect only a few (Case, 2015; Clark et al., 2016; Hatamura, 2009).

It must be noted that technology optimism has downsides of its own (Vujicic & Stankov 2022). For example, it could be problematic if it is viewed as a doctrine stating that the increasing number of technological advancements will sustain life as the human population grows. Many critical voices emerge in this case, such as the rising cost of pollution (Gonella et al., 2019), and the greenwashing of tech billionaires who contribute significantly to pollution, to name a few (Bove, 2021). Thus, there is always a lingering question about the true purpose of technology employment or how technology is provided (Gonella et al., 2019). These issues and concerns continue to be critical even in the context of crisis management. This is particularly significant in the case of tourism technology optimism, which must always be viewed through a broader socio-economic lens (Røpke, 1996). Still, from a broader perspective, this socially-responsible and empathic role during the crisis could further help in creating an image of tourism technology as more human-centered (Griffy-Brown et al., 2018).

The phenomenon of technology optimism holds a significant ramification for the question of the resilience of the tourism industry (Ivanov, 2021; Sharma et al., 2021). Thus, by building on the premises of technology optimism, Tourism 5.0 should fuel the idea that a strong influx of technology in tourism could encourage creative solutions, confidence, and activism in the tourism industry in times of crisis. Consequently, a shorter recovery period could be expected in the case of the technology-intensive and hyper-connected tourism industry.

Tourism 5.0 should enable balanced development by establishing adaptive capacities, but also corporate procedures that are resilient enough to provide stability, especially in value chains that provide support for critical human necessities like healthcare or security (Breque et al., 2021).

3 Human-Centric Approach as a Core Value of Tourism 5.0 and a Path Toward More Sustainable Development

Technology has emerged as a disruptive force in the tourism sector, transforming the way people plan, experience, and share their travel activities (Buhalis et al., 2019; Navío-Marco et al., 2018). During this technological growth, there is an increasing realization that a human-centric approach is required to ensure that technical breakthroughs enhance and enrich the tourists’ experience (Neuhofer et al., 2015; Stankov & Gretzel, 2020). This shift toward human-centricity signifies a change away from merely technological solutions and toward a more nuanced understanding of visitors’ different requirements, preferences, and aspirations (Neuhofer et al., 2012, 2013; Vujičić et al., 2022).

A human-centric approach to tourist technology, at its foundation, places people at the forefront of technological design and execution (Sheldon, 2020; Stankov & Gretzel, 2020). It aims to develop solutions that not only make use of the most recent technological advances but also resonate with the human experience, creating a seamless and meaningful relationship between tourists and technology (Gretzel, 2022; Stankov & Filimonau, 2021).

Personalization is a vital component of a human-centric approach (Buhalis & Amaranggana, 2015). Technology plays a critical role in building individualized journeys in an era when tourists want unique and specialized experiences. Personalization is transforming how tourists interact with and get value from technology, from AI-driven recommendation engines that suggest places based on individual tastes to smart itinerary planning apps that adjust to real-time changes (Meehan et al., 2013; Ricci, 2020).

Furthermore, a human-centric approach takes into account the entire travel ecosystem, emphasizing the necessity of having a beneficial impact on local populations and the environment (Boes et al., 2016; Cassia et al., 2020). The human-centered approach values cultural sensitivity and local authenticity (Kovačić, et al., 2024; Vujičić et al., 2023). Technology is used as a facilitator to respect and enhance authentic cultural experiences rather than as a replacement for them (Anaya & Lehto, 2020; Lengyel, 2020). Augmented reality (AR) and virtual reality (VR) applications, for example, can provide immersive cultural experiences, allowing tourists to explore historical places or connect with local traditions respectfully and engagingly (Leung et al., 2022).

As discussed earlier in this chapter, accessibility is another critical dimension of a human-centric approach to tourism technology. Since, tourists represent one of the most diverse types of consumers, including a large group of people with disabilities. Many of them frequently face physical, sensory, cognitive, or cultural barriers in service provision and delivery. These barriers may occur in any of the typical tourist experience phases—inspiration-seeking, planning, booking, experiencing, and sharing, and they are not limited to any specific type of travel or a tourism setting. This could potentially further hamper the co-creation of tourist experiences for people with disabilities (and others), despite Industry 4.0 aiming to provide more sophisticated electronic/digital accessibility (e-accessibility) (Klironomos et al., 2006). At the same time, Industry 4.0 technologies have the innate qualities to mitigate many accessibility issues and turn them into possibilities by relying on tourists bringing their own devices and by promoting advanced approaches in system design and use. For instance, user-friendly interfaces, voice-activated systems, and other assistive technologies (Stankov et al., 2019) contribute to a more inclusive travel experience, ensuring that the benefits of technological innovation are accessible to all.

Technological advancements are progressively incorporating sustainable tourism practices, as evidenced by the proliferation of platforms that endorse environmentally conscious lodgings, conscientious travel decisions, and low-impact modes of transportation (Eiseman, 2018; Streimikiene et al., 2021).

The intersection of Industry 4.0 and sustainable tourism development holds significant promise for fostering responsible practices within the tourism sector (Ali & Frew, 2014). One key aspect of Industry 4.0 in sustainable tourism is the use of smart infrastructure and systems. Smart city technologies can be implemented to create more inclusive and user-friendly environments, such as smart transportation systems, barrier-free facilities, and augmented reality guides that cater to diverse needs (Cimbaljević et al., 2019). Moreover, Industry 4.0 can contribute to sustainability by optimizing resource management within the tourism industry. Smart energy solutions, waste reduction through data-driven insights, and the use of blockchain for transparent and eco-friendly supply chain management are examples of how technology can minimize the environmental footprint of tourism activities (Coca-Stefaniak, 2020; Frew, 2012; Gretzel, 2022).

4 Accessibility in Tourism 5.0 Experiences Through Travel Phases

In the nascent stages of the digital era, the focus of accessibility within the realm of tourism was primarily confined to the imperative of rendering tourism information more readily available on digital platforms, including websites and applications (Klironomos et al., 2006; Krstic, 2018). However, with the pervasive integration of ICT and their seamless convergence with the essence of tourism experiences, the significance of accessibility has undergone a profound transformation. No longer confined solely to the realm of information dissemination, accessibility has evolved into a paramount concern, intricately woven into the fabric of the entire tourism ecosystem (Filieri et al., 2021; Gajdošík & Marciš, 2019; Pisoni et al., 2021; Prahadeeswaran, 2023).

The technological landscape has shifted from merely providing information access to fostering inclusive and immersive tourism encounters (Bec et al., 2019). This paradigm shift underscores the broader realization that true accessibility extends beyond the digital realm, encompassing the entirety of the tourist journey. It now encompasses diverse dimensions, including but not limited to physical access to destinations, cultural inclusivity, and ensuring that technology serves as an enabler rather than a barrier for individuals with varying needs (O’Connor, 2022; Stankov et al., 2022b).

This evolution in the conceptualization of accessibility aligns with the dynamic nature of contemporary tourism experiences, where the emphasis is not solely on providing information (Vasiljević et al., 2009) but on facilitating meaningful and inclusive interactions (Câmara et al., 2023; Stankov et al., 2022a). As technology becomes increasingly integrated into every aspect of the travel industry, there is a growing acknowledgement that accessibility is not just a checkbox but a fundamental principle that should permeate the design and implementation of technological solutions in tourism.

Table 1 gives examples of technological approaches holding potential for broader use within Tourism 5.0 technologies across various phases of the tourist journey. Many examples are not limited to just one travel phase but can be useful in multiple phases or throughout the entire tourist experience. For instance, adaptive multi-modal interfaces shown in the “Experience phase” are expected to assist disabled people not only in all other phases but also in everyday activities.

Table 1 Examples of accessible technological approaches holding potential for broader use in Tourism 5.0
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The examples in Table 1 not only demonstrate commendable efforts in enhancing tourist experiences for individuals with diverse disabilities but also serve as integral components in everyday technology use for the mass consumers. This dual functionality establishes a fertile ground for developing user-centric technology across various domains, fostering cross-sectoral data exchange and innovation. These steps are crucial in realizing more sustainable and resilient approaches, aligning with the vision of Tourism 5.0.

It is evident from the examples in Table 1 that AI algorithms have the greatest potential for integration into every aspect of the travel experience, thereby facilitating the use of technology (Chakraborty et al., 2023). For instance, through the analysis of a tourist’s social media activity, past travel preferences, and travel history, they can provide personalized destination suggestions (Mukhopadhyay et al., 2022). An excellent illustration can be found in Istanbul. In a collaborative endeavor to enrich tourism and offer visitors seamless access to the city’s abundant cultural wealth, the Istanbul Municipality has introduced a tourism campaign dubbed “Visit Istanbul”. This initiative encompasses a web portal, AI tourist guide application, and a platform tailored for content creators (Kaburu, 2023). In addition, AI-powered chatbots (for instance, Booking.com’s chatbot) and virtual assistants have the capability to interact with users to discern their preferences and offer customized travel recommendations (Hanji et al., 2024). As tourists explore new locales, AR applications can utilize AI to provide real-time navigation and information about historical sites, landmarks, and points of interest (Chen et al., 2020). Additionally, translation applications powered by AI can assist tourists in surmounting language obstacles through the provision of instantaneous translations of written or spoken text (Bulchand-Gidumal, 2022). Context awareness enabled by AI can optimize travel itineraries by analyzing historical data, weather conditions, and local events, while wearable devices with AI capabilities can analyze biometric data to determine a tourist’s emotional state throughout the journey (Basarin et al., 2018; Santamaria-Granados et al., 2021). This data can be utilized to personalize the travel experience, for instance, by proposing tranquil activities or nearby points of interest following the tourist’s disposition. From the standpoint of the providers, AI algorithms can evaluate current information on hotel rates, flight schedules, and other travel-related services to help customers locate the best offers. Dynamic tourism offers can be made, and using chatbots to speed up the booking process, make instant recommendations, and handle other tasks can save money (Ivanov & Webster, 2019; Nam et al., 2021).

5 Further Research and Practical Implementation Directions

By following the EU roadmap for Industry 5.0 (Breque et al., 2021; Pizoń & Gola, 2023), the tourism sector should follow a similar path in making Tourism 5.0 both practical and research agenda. In that sense, the several steps should be proposed.

  • Profound Adopting the Human-Centric Approach to Digital Technologies Including Artificial Intelligence. Specifically, increasing the emphasis on user-centric design during digital technology advancements in the tourism sector. Significantly more emphasis should be placed on the value of user needs, preferences, and behavior comprehension to develop digital interfaces that are more personalized and intuitive.

  • Investment in Digital Literacy Education. The implementation of digital literacy programs for both tourism industry professionals and tourists to ensure a better understanding of the technologies in use is a necessary step in the successful integration of Tourism 5.0 (Chaka, 2020; Kadijevich et al., 2020a, 2020b). This should include the promotion of awareness about the benefits and risks associated with digital technologies to empower both tourists and tourism workers to make informed choices (Zirar et al., 2023).

  • Putting a Focus on Cultural Sensitivity. The development of AI systems that are culturally sensitive and respect local customs, traditions, and values is essential not only in European contests but most importantly on a global scale (Fatima et al., 2020; Goffi & Momcilovic, 2022; Ognjanović et al., 2019).

  • Finding the Best Ways to Collaborate with Varied Tourism Stakeholders. Advocating for collaboration between technology developers, tourism businesses, government agencies, and local communities to ensure that technological applications align with the overall goals and values of the tourism industry (Stankov & Gretzel, 2021). This includes the promotion of dialogue and partnerships to address challenges and foster responsible innovation (Koops, 2015; Yildiz et al., 2023).

By incorporating these steps, the tourism industry can more systematically harness the benefits of Industry 5.0 technologies while prioritizing the well-being, satisfaction, and ethical considerations of tourists and other stakeholders.

Here, an important question can be asked: is accessibility merely a showcase of technological capabilities, a superficial gimmick akin to “ethics washing” (Wright, 2023)? The question that arises is whether accessibility initiatives within technology might also serve as a facade, potentially designed to project a positive image without a genuine commitment to true inclusivity.

This prompts a critical examination of whether accessibility efforts are authentic and meaningful (Stojsavljević et al., 2023) or merely symbolic gestures in the realm of technological progress. In that sense, more efforts should be put into exploring the journey from the rudimentary digitalization of tourism information to the current emphasis on holistic accessibility that should reflect a maturation in the understanding of the symbiotic relationship between technology and the tourism experience. From the practical perspective, tourism should showcase the industry’s commitment to ensuring that technological advancements enhance, rather than impede, the diverse and enriching nature of travel experiences for all individuals, regardless of their unique requirements and backgrounds (Stankov & Gretzel, 2021). In particular, addressing issues such as privacy, transparency, and fairness in algorithmic decision-making seems to be a priority. The tourism industry should jointly propose the establishment of an industry-wide code of conduct to ensure responsible AI practices among stakeholders (Bulchand-Gidumal et al., 2023). In this regard, robust data privacy and security measures to protect tourist information from unauthorized access or misuse is a constant issue, despite different approaches to this matter among different tourism markets (Kadijevich et al., 2020a, 2020b; Line et al., 2020). In either case, advocating for transparent data practices, and ensuring that tourists are aware of how their data is collected, stored, and used is an important issue in the Tourism 5.0 approach.

6 Concluding Remarks

This chapter delves into the multifaceted dimensions of the Industry 5.0 approach, exploring its potential applications and implications for enhancing accessibility within the diverse tapestry of the tourism landscape. Through this chapter, we endeavor to form Tourist 5.0 as a holistic alternative to the prevailing concept of digital accessibility practices within the typically limited and task-focused tourism sector. Tourism 5.0, being an innovative concept, is thus receptive to numerous research avenues and the pursuit of creative concepts that will enable the development of more inclusive travel experiences that are engaging and relevant for consumers of all backgrounds.