"The Role of Digital Services in Shaping Tourist Expectations and Experiences in West Bengal's Tourism Industry"

The digital transformation of the tourism industry has reshaped the way travellers plan, experience, and reflect on their journeys. In the context of West Bengal—a state rich in cultural, ecological, and spiritual tourism offerings—this shift is particularly significant. The integration of digital services, such as online booking platforms, digital guides, and virtual assistants, has redefined how tourists form expectations and evaluate their experiences. However, the adoption of these technologies remains inconsistent across destination types and tourism operators. This study aims to examine the extent to which digital services influence tourist expectations and satisfaction across key destinations in West Bengal. The central research question is: What role do digital services (e.g., online booking, digital guides, virtual assistance) play in shaping tourist expectations and actual experiences in West Bengal’s tourism industry? A mixed-methods research design was used, combining quantitative surveys from 250 tourists with qualitative data from 25 semi-structured interviews with tourism stakeholders and an analysis of over 300 online reviews from platforms such as TripAdvisor and MakeMyTrip. Quantitative data were analysed using SPSS for regression, ANOVA, and correlation, while thematic analysis was applied to qualitative responses. Findings reveal that tourists who interact with digital services before and during their trip tend to have elevated expectations. However, there is often a mismatch between expectations and on-ground experiences, especially in rural and eco-tourism destinations with limited digital infrastructure. Satisfaction levels are notably higher in urban destinations like Kolkata, where digital readiness is stronger. The study contributes to academic discourse by extending SERVQUAL and Expectation-Confirmation Theory (ECT) into the digital tourism context of a developing region. Practically, it offers a roadmap for tourism stakeholders to bridge the digital promise-delivery gap, enhance service quality, and improve tourist satisfaction across all segments of West Bengal’s tourism landscape.