The influence of smart tourism applications on perceived destination image and behavioral intention: The moderating role of information search behavior

Abstract

This study aims to investigate tourist perceptions on the smart tourism application attributes, which can later influence their perceived images of a destination and enhance their future behavioral intention toward the destination. Furthermore, it investigates the moderating effect of information search on the relationship between STA attributes and perceived destination image and between perceived destination image and behavioral intention. Using the stratified and convenience sampling approaches, 1484 international tourists visiting Hong Kong participated in the survey. The results show that among six STA attributes, the attributes of smart information systems, smart sightseeing, e-commerce systems, and smart forecasting had a positive influence on tourists' perceived destination image. Consequently, tourists’ perceived destination image positively enhances their behavioral intention. Furthermore, regarding the effect of information search moderation, the less time spent on information search, the more the likelihood of a relationship between STAs and perceived destination image increases. However, the more time tourists spent on information search, the more the relationship between perceived destination image and behavioral intention increases. The findings contribute to the important STA attributes to destination image perception and the moderating role of information search. The managerial implications will be suggested to tourism authorities, destination local government, and tourism enterprises to adopt a competitive strategy at a smart destination to maintain destination competitiveness and sustainability.