| Summary: | Tourism service is globally becoming a significant tool for promoting economic growth: generating immense foreign exchange earnings, combating unemployment and poverty, as well as stimulating domestic consumption. Indeed, theoretical discourse suggests a snowballing contribution to economic growth. To contribute to knowledge development in this area, this study was based on a systematic review of literature. Forwarding a theoretical model that suggests a proactive approach for enhancing tourism customers service experience, and at a profit for tourism providers, this study draws the attention of tourism practitioners to the prominent role that digital technologies play in modern society, consumer socialising influence, as well as tourism customers’ service experiential impact. Furthermore, this study draws from the service gaps model of service quality to explain why tourism service providers must embrace customer engagement towards ensuring that their service offerings equate, if not exceed customers’ service expectations. Within the aim of advancing knowledge, this study also flags critical directions for future research.
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