Effect of smart tourism technology experience (STTE) on tourist satisfaction and tourist happiness in Bordeaux: the mediation role of self-gratification

Purpose This study aims to investigate the effects of smart tourism technology experience (STTE) on tourist satisfaction and happiness in Bordeaux, with a focus on understanding the mediating role of self-gratification. By examining these relationships, the study seeks to provide insights into how smart tourism technologies can enhance tourist experiences. Design/methodology/approach The study uses partial least squares-structural equation modeling (PLS-SEM) to analyze data collected from 380 tourists who visited Bordeaux. The measurement model assesses reliability and validity, while the structural model evaluates the proposed hypotheses and the mediation effects of self-gratification. Findings The results confirm that STTE positively impacts tourist satisfaction, with accessibility, informativeness and personalization significantly enhancing tourist satisfaction, while interactivity does not. Tourist satisfaction, in turn, positively affects tourist happiness. Furthermore, self-gratification partially mediates the relationship between tourist satisfaction and happiness, highlighting its importance in the smart tourism context. Originality/value This research extends the understanding of STTE by demonstrating its effects on tourist satisfaction and happiness. It introduces the mediating role of self-gratification, providing a novel perspective on how personalized smart tourism experiences contribute to overall tourist happiness.