“…Paradoxically, a solution to the technology shortcomings within the e-tourism realm may rest within the technology itself (Case, 2015a;Weiser & Brown, 1995). More specifically, it may sit within the idea of calm technology (CT) that has become a popular discourse object in ubiquitous computing (Brown, 2016;Case, 2015a;Elwood, 2010;Hohl, 2009;Rogers, 2006;Weiser & Brown, 1995) but, as such, been overlooked in e-tourism research (Stankov, Filimonau, et al, 2018). CT refers to the context in which technology operates in the background, not calling for full user's attention at all times (Weiser & Brown, 1995), having no purpose on its own, but serving in delivering a desired experience instead (Case, 2015a).…”