Purpose: The purpose of this paper is to contribute to the scientific debate on innovation in tourism by focusing on modularity as emerging approach for creating personalized tourism experiences. The focus on modularity has two objectives. The first is to demonstrate that tourism offering can...

Purpose: The paper aims to shed new light on the process of value creation and business model innovation resulting from circular economy in the context of smart tourism. Design/methodology/approach: The study embraces a qualitative and exploratory approach related to a single case study. Data...