I felt like we were together! Insights into socio-technological value formation practices in virtual tourism experiences

This practice theory-based study explores value formation in the context of virtual experiences in tourism. In this study, virtual experiences are live, interactive sessions delivered on a digital platform that allow individuals to engage with others and virtually explore destinations worldwide, thus promoting more sustainable tourism. Virtual experiences offer an interesting case to examine practices in a socio-technological context. The study adopted a qualitative approach consisting of eight interviews with the experience hosts, eight focus groups with guests, 35 reflection papers written by guests of virtual experiences, and participant observations. The empirical data was analysed thematically. The research identifies four socio-technological value formation practices: connecting, interacting, materialising and disconnecting. Drawing from practice theory, the study provides examples of how these practices either contribute to value co-creation (congruence) or value co-destruction (incongruence) in virtual experiences. The key findings in the study advance understanding of the role of technology in value formation practices and contribute to the discussions related to technology and social practices in tourism. Considering the need to gain richer insights into the practices of value formation in technological encounters, theoretical and managerial implications are offered to understand how value is formed in socio-technological practices in the tourism context.