From Consumption to Prosumption: The Interplay of Digital Transformation, Prosumers and Post-tourism Experience Within Cultural Tourism

Recent advancements in the Web have spurred profound societal, economic, and business transformation. The advent of Digital Transformation (DT) has fostered brand co-creation, expanded touchpoints throughout the customer journey, and introduced the concept of Digital Customer Experience (CX). Across various industries, the Prosumption phenomenon has become pivotal in Marketing and customer experience, influencing both pre-purchase and post-purchase phases. In Cultural Tourism and Digital Cultural Heritage, DT tools like VR, AR, and social media open new avenues for brand co-creation. Nevertheless, Prosumption in Post-Tourism remains an evolving area. Through a comprehensive literature review and multiple case studies from museums and digital cultural heritage tourism, this paper explores how DT influences Prosumption at the post-tourism level, and provides valuable insights for future research.