Perceived Smart Tourism Technology on Tourist Experience Satisfaction, Travel Happiness, and Revisit Intention
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Universiti Malaysia Sarawak (UNIMAS)
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The introduction of Smart Tourism Technology (STT) has significantly changed the tourism landscape by improving the experiences of tourists through attributes like informativeness, accessibility, interactivity, personalization, and security. This research investigates how these STT attributes relate to Travel Experience Satisfaction (TES) and investigates how TES affects Travel Happiness and the intention to revisit among tourists in Sarawak, Malaysia. The challenge is to understand how STT attributes can fill the gaps in enhancing tourist experiences, especially in areas like Sarawak where digital adoption is still developing. Data was gathered using a quantitative method through structured surveys given to tourists at major destinations in Sarawak. Statistical methods, including Partial Least Squares Structural Equation Modeling (PLS-SEM), were used to analyze the relationships between the variables. The findings offer important insights for tourism stakeholders to improve STT applications, aiding in the sustainable development of tourism in Sarawak.