Abstract
The boundaries between human and nonhuman entities, subjects and objects, individuals and technologies are increasingly characterized by fuzziness, requiring alternative examination approaches (Cohen & Cohen, 2012). To capture this complexity, social scientists have used non-representational theories (Thrift, 2008). Relational ontologies, such as assemblage theory (DeLanda, 2006; Deleuze & Guattari, 1987) and actor-network theory (Latour, 2005), have gained acceptance for their ability to interpret space and agency in entities formed by humans and non-humans. Sharing the same ontological perspective, these two theories are also significant for the emphasis on the lack of social order (Law, 1994). This study focuses on DeLanda's (2016) assemblage thinking for its potential: (a) to contribute to a better understanding of tourism production and consumption, and (b) to uncover the agentic value of non-human entities in participating to the construction of tourism experiences. Indeed, assemblage theory can assist in interpreting the intertwined relationships between human and non-human elements and assessing their influence on consumers' experience. This study advocates for a deeper understanding of Assemblage Theory, calls for applications to tourism and proposes avenues for future research.