Platform Economy in Tourism and Hospitality The Digital Marketplace

Introduction

María Jesús Jerez-Jerez

1. The Evolution of Platform-Based Tourism: Disrupting Traditional Models

Sadaf Tallia

2. Economic Theories and Dynamics of Platforms

Sadaf Tallia

3. Disruption of Traditional Tourism Providers

Madara Balawardhana

4. Trust, Reviews, and Consumer Empowerment

Sajeel Ahmed

5. Personalisation and User-Centric Experiences

Sajeel Ahmed

6. Growth and Resilience in an Ever-Evolving World 

Saira Sultana

7. Electronic Word of Mouth and Its Influence on Platform-Based Tourism Decisions

Andrina Halder

8. Environmental Implications of Platform-Based Tourism

Augusta Evans and Daniel Anitei

9. Regulatory Challenges and Policy Responses

Peter A. Akinsowon

10. Local Communities and Social Impacts

Leszek Wypych and Ijaz Ahmad

11. Innovations Shaping Tomorrow's Tourism Platforms

Bianca Vaduva and Ioana S. Stoica

12. Future Ethical Considerations in Platform Economy

Peter A. Akinsowon

13. Competition in the Age of Platforms: Rethinking Market Power in Technology-Driven Economies

Bulent Anil

Biography

María Jesús Jerez-Jerez is a Senior Lecturer and Course Leader in International Business at the University of Bedfordshire, UK, and a Senior Fellow of the Higher Education Academy. Her research interests focus on disruptive innovation in international business.

Lidia Aguiar-Castillo is a senior researcher at the University of Las Palmas de Gran Canaria (ULPGC) with a PhD in Enterprise, Internet, and ICT (Cum Laude, with international mention). Her research focuses on ICT applications in tourism and enterprise, supported by her professional experience in computing and project management, including a postdoctoral fellowship at CVUT (Prague Technical University).

Rafael Pérez Jiménez is a Full Professor of Telecommunications Engineering at the University of Las Palmas de Gran Canaria (ULPGC), where he has taught since 1991. Holding doctorates in both Engineering and History, he has led major national and international research projects exceeding €10M in funding. His areas of research interest focus on AI-based wireless optical communication systems, Joint Communication and Sensing solutions, and smart/cognitive cities applied to tourism. As the author of over 300 scientific publications, including indexed journal and conference papers, he has supervised 15 PhD theses and received several academic and innovation awards.

“Platform Economy in Tourism and Hospitality: The Digital Marketplace is a highly valuable and intellectually grounded contribution to contemporary tourism and hospitality scholarship. The book arrives at a critical juncture for our global industry, where digital platforms, algorithmic systems and new consumption patterns redefine how customer value is created and sustained. Maria Jesús Jerez brings together a diverse number of scholars who position the platform economy at the centre of strategic tourism development. By integrating economic theory, consumer behaviour, regulation, sustainability and innovation, the volume offers a coherent and comprehensive framework for understanding platform-driven transformation. Its balance between conceptual rigour and practical insight makes it particularly relevant for advanced students academics and industry professionals. This book provides the analytical clarity required to interpret disruption, manage competitiveness, and build resilience in an increasingly platform-dominated tourism environment. It is a timely and strategically important addition to the field.”

-Professor Ioannis S. Pantelidis FIH, Deputy Dean – London Geller College of Hospitality and Tourism, University of West London.

“In an era where digital platforms shape to a large extent the way we live, work, and travel, Platform Economy in Tourism and Hospitality: The Digital Marketplace offers a timely and comprehensive examination of one of the most transformative forces shaping tourism globally. This volume provides a multidisciplinary analysis of platform-based tourism, integrating economic theory, technological innovation, ethical reflection, and policy debates. From tracing the evolution of platform giants such as Airbnb, Booking.com, and TripAdvisor to the dynamics of network effects, algorithmic governance, and two-sided markets, the book manages to successfully integrate theory and practice. It critically explores how platforms reshape consumer trust, personalisation, accessibility, and global travel trends, including digital nomadism and solo travel—while addressing urgent concerns related to regulation, sustainability, data ethics, and community impact. A competitive advantage is the book’s strong research-driven approach. Drawing on diverse methodological perspectives- qualitative and quantitative research, comparative case studies, theoretical frameworks, and social narratives- the authors provide international insights that reflect the complexity of platform-driven tourism ecosystems. The result is a rich, globally grounded perspective that resonates with contemporary business and policy debates. Overall, this book does not simply describe the platform economy, but it paves the way toward more inclusive, sustainable, and resilient tourism futures. An essential resource for researchers, students, and practitioners, it stands as a critical reference for understanding and navigating the evolving digital marketplace of global travel.”

-Dr Dimitrios Stylidis, Associate Professor of Tourism Development and Marketing, Department of Management Science and Technology, Democritus University of Thrace, Kavala, Greece.