The next frontier of the Internet of Behaviors: data-driven nudging in smart tourism

Purpose – This conceptual study examines the implications of the Internet of Behaviors (IoB) for tourism stakeholders in a hyper-connected and data-driven world. Design/methodology/approach – Based on nudge theory, a literature review and empirical evidence from multidisciplinary research, this study explores the implications of the IoB for smart tourism. Findings – This study reviews the literature, presents a conceptual framework and proposes a research agenda with areas for future research. Originality/value – The research on the IoB is nascent. Therefore, it is critical to understand how data-driven nudging influences tourist behavior.