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Can smart tourism technology enhance destination image? The case of the 2018 Taichung World Flora Exposition

Can smart tourism technology enhance destination image? The case of the 2018 Taichung World Flora... Smart tourism technology (STT) has become prominent in the development of the tourism industry. This study aims to propose a model that integrates the cognitive–affective–behavioral model and trust transfer theory in the context of the 2018 Taichung World Flora Exposition, a mega-event.Design/methodology/approachAn integrative model incorporating a questionnaire was used as the study framework. A total of 456 valid travel survey questionnaires were obtained.FindingsThe results suggested that the antecedents (STT and perceived value [PV]) positively affected memorable tourism experience (MTE) (cognitive component). MTE positively affected destination image (DI) (affective component), and DI positively affected intentions to revisit and recommend locations (behavioral component). Finally, MTE mediated the relationships among DI, STT and PV.Originality/valueThis study contributes to the development of a theoretical framework that incorporates a MTE in the context of mega-events and smart tourism concepts. The findings can help governments and the tourism industry understand the effects of STT on tourists’ experiences, perceptions and behaviors. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Can smart tourism technology enhance destination image? The case of the 2018 Taichung World Flora Exposition

Chang, Sueting
Journal of Hospitality and Tourism Technology , Volume 13 (4): 18 – Jul 12, 2022
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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-07-2020-0182
Publisher site
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Abstract

Smart tourism technology (STT) has become prominent in the development of the tourism industry. This study aims to propose a model that integrates the cognitive–affective–behavioral model and trust transfer theory in the context of the 2018 Taichung World Flora Exposition, a mega-event.Design/methodology/approachAn integrative model incorporating a questionnaire was used as the study framework. A total of 456 valid travel survey questionnaires were obtained.FindingsThe results suggested that the antecedents (STT and perceived value [PV]) positively affected memorable tourism experience (MTE) (cognitive component). MTE positively affected destination image (DI) (affective component), and DI positively affected intentions to revisit and recommend locations (behavioral component). Finally, MTE mediated the relationships among DI, STT and PV.Originality/valueThis study contributes to the development of a theoretical framework that incorporates a MTE in the context of mega-events and smart tourism concepts. The findings can help governments and the tourism industry understand the effects of STT on tourists’ experiences, perceptions and behaviors.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Jul 12, 2022

Keywords: Smart tourism technology; Memorable tourism experience; Perceived value; Destination image; Mega-event; International flower expo; 智慧旅游科技; 难忘的旅游体验; 感知价值; 目的地形象; 大型活动; 国际花卉博览会

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