Understanding the effect of smart tourism technologies on behavioral intention with the stimulus-organism-response model: a study in Guilin, China

ABSTRACTABSTRACTThis study develops a theoretical model to investigate the impact of smart tourism technologies (STTs) on visitors' revisit intention using the stimulus-organism-response theory. Moreover, the moderating effects of technology readiness on the relationships among STTs, visitor engagement and memorable tourism experiences (MTEs) are further examined. The results revealed that visitor engagement and MTEs significantly mediate the relationship between STTs and visitors' revisit intention. Moreover, negative technology readiness negatively moderates the relationship between STTs and visitor engagement. The findings suggest that to enhance tourists' MTEs and revisit rate, destination marketers should reduce travelers' discomfort with and insecurity about STTs.KEYWORDS: Smart tourism technologiestechnology readinessmemorable tourism experiencesvisitor engagementpartial least squares-structural equation model (PLS-SEM)S-O-R theory Disclosure statementNo potential conflict of interest was reported by the authors.Data availability statementThe data that support the findings of this study are available from the corresponding author upon reasonable request.Additional informationFundingThis work was supported by the Key Project of National Social Science Fund of China: [Grant Number 21AJY016], the Major project of Social Science Achievement Appraisal Committee of Hunan Province: [Grant Number XSP21ZDA010], and the Philosophy and Social Science Planning Program of Changsha Social Science Federation: [Grant Number 2023CSSKKT88].