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The purpose of this paper is to present the growing relevance of natural smells – both pleasant and unpleasant – to park and protected area tourism and the need for more consideration of their role in the visitor experience.

This paper presents four observations – selected via an informal review of the tourism literature – relevant to the future of smellscapes research concerning tourism in parks and protected areas.

An emerging body of literature is indicating natural smells are central to the sensory experience of parks and protected areas. The iconic nature of park smellscapes underscores their role in the tourism experience.

This paper extracts the current trends in smellscapes research relevant to park and protected area tourism. It therefore provides value to both tourism practitioners and researchers, alike, through its attempt to compile significant trends.

The purpose of this paper is to capture the collective understanding of digital transformation (DT) across Swiss businesses and establish a reference framework based on the strategic action field (SAF) theory.

A number of Swiss associations provided their databases for an online survey. The large sample includes 2,590 participants from 1,854 organisations and delivered over 4,200 descriptions of DT, categorised into seven SAFs. A cross tabulation of SAF combinations by firm size identified 127 possible SAF combinations which constitute the common understanding of DT.

The data set allowed the identification of SAFs and the conceptualisation of DT based on a shared understanding. Drivers of digital transformation are: process engineering, new technologies and digital business development, supported by digital leadership and culture, the cloud and data, customer centricity and digital marketing.

For practitioners, the study provides the SAFs that should be considered for DT strategies. For academic scholars, a unique data set has allowed the study of DT by analysing action field combinations, revealing a nuanced constellation of SAFs. Limitations are the focus on Swiss organisations and a convenience sample for collecting the analysed data.

For the first time, the shared understanding of DT in Swiss businesses – based on SAFs – has allowed a conceptualisation of DT in order to provide guidance to businesses managers and employees.