Investigating the Impact of Smart Tourism Technologies on Tourists' Experiences

The adoption and implementation of smart technologies in tourism destinations and visitor attractions to enrich tourists' experiences and improve their satisfaction has become a new trend. The main purpose of this study was to explore the influence of the dimensions/attributes of smart technologies on tourism experience in the context of visitor attractions and related outcomes (satisfaction and post-consumption behavioral intentions). The Liangzhu Museum, Zhejiang Province, China, was used as the study area, and data were collected from 486 visitors and analyzed with a regression model. The results show that accessibility and interactivity affect smart technology-enhanced experiences. Tourists' perceived value of smart technologies is significantly related to their satisfaction. Smart technology positively impacts word-of-mouth recommendations, revisit intention, and willingness to pay a price premium. Therefore, visitor attractions could improve tourists' experiences by designing better infrastructure and services that incorporate the key dimensions of smart technologies, which would also improve their competitiveness.