Abstract
Tourism industry practitioners should understand the controversial nature of the information and communication technology (ICT) proliferation to ensure that ICT solutions do not consume too much of consumer attention, thus jeopardising enjoyment of tourism services. The concept of calm technology or calm design serves this purpose. Calm design suggests that technology should quietly recede in the background and come into play with users when and if required, thus delivering and/or enhancing a desired consumer experience. Although this concept is of relevance to e-tourism, it has never been considered within. This is where this paper contributes to knowledge as, for the first time, it introduces calm design into the e-tourism realm and critically evaluates the determinants of its broader adoption within the tourism industry. It places calm design in the e-tourism context, discusses its implications for customer service management, supply chain management and destination management, and discloses opportunities for future research.