Liu, HuiminRoehl, Wesley S.2024-10-182024-10-18202410.7275/54977https://hdl.handle.net/20.500.14394/54977The omnichannel customer experience in tourism and hospitality is a dynamic journey that seamlessly integrates online and offline interactions for travelers, representing an increasingly prevalent trend in this digital era. However, previous literature has not extensively explored this phenomenon in the context of tourism and hospitality. This research takes a netnographic approach to qualitatively investigate the nature of the omnichannel customer experience in tourism and hospitality. This research provides valuable insights into the evolving omnichannel landscape of tourism and hospitality, shedding light on the nature and impact of the omnichannel customer experience journey.enPresentation