THE IMPACT OF SMART TOURISM TECHNOLOGY APPLICATION ON TOURISTS' BEHAVIORAL INTENTIONS: THE CASE OF CAN THO CITY DESTINATION

Abstract

Recently, smart travel technology has become a distinguishing factor in the tourism sector and has changed customers' consumption behavior. With the ability to enhance the overall travel experience, smart travel technology has been studied from various perspectives. However, there is still a lack of research on the direct relationship between the application of smart travel technology and tourists' behavioral intentions. This study aims to bridge this gap, which is the prominent contribution of the work. To explore the relationship, a partial least squares structural equation modeling approach was used to analyze data from a survey of 150 tourists. The results show that the application of smart travel technology has a significant and positive impact on tourists' behavioral intentions, with personalization having the strongest effect, and informativeness having the weakest effect in the relationship. The other two attributes, accessibility and interactivity, also contribute positively to tourists' behavioral intentions.