스마트관광 정보기술에 따른 여행 서비스 만족도와 행복 및 재방문 의도

Abstract

With the advent of the 4th Industrial Revolution, the integration of technology and tourism in the tourism industry can be easily seen. Smart tourism can be understood as tourism that connects to the Internet at anytime, anywhere, and obtains and utilizes necessary information for travel using technology and smart devices. This study considered accessibility, informativeness, interaction, and personalization as attributes of smart tourism technology (STTs). It verified the impact of these attributes on tourists' cognitive (travel service satisfaction) and affective evaluations (tourist happiness) and, by extension, behavioral changes (intention to revisit). This study was conducted using on-site surveys of foreign tourists at tourist attractions in Seoul and was analyzed based on 191 valid responses. As a result of this research, the STTs informativeness, interaction, and personalization impact tourists’ satisfaction. Additionally, it was verified that service satisfaction and user happiness had a positive effect on intention to revisit. Based on the results of the data analysis, this study presents the following academic and practical implications. First, theoretically, we explored the attributes of smart tourism technology in response to the social interest in technology and further explained tourists’ behavioral change process based on prior research and the hierarchy of effects of the ABC model of attitude. In practice, tourism developers were given insight into the quality of tourism information before, during, and after tourism and service design.