Tourist Consumption Values and Perceived Risks of Using Smart Technologies: A Market Segmentation Approach

Abstract

ABSTRACT Despite the importance of market segmentation studies on how tourists perceive smart technologies, few related studies have been conducted. This study examines tourists based on their consumption values and perceived risks of using smart technologies in Macao. An online survey of 644 tourists who had recently been to Macao is conducted. Three distinct tourist segments are identified: ‘Neutral,’ ‘Coexist,’ and ‘Committed’ Groups. ‘Neutral Group’ exhibits relatively lower consumption values and a medium-risk perception regarding smart technologies. ‘Coexist Group’ finds the use of smart technologies in Macao interesting and informative but also expresses concerns about potential risks. ‘Committed Group’ demonstrates the highest levels of consumption values and the lowest perceived risks concerning smart technologies in Macao. This study shows that the three groups differ in their degree of familiarity with the different types of smart technologies, their perception of Macao as a smart tourism city, their willingness to use smart technologies in Macao, and their socio-demographics and travel-related characteristics. It is recommended that the Macao Government Tourism Office targets Committed group first to promote smart tourism in Macao actively. Also, it is important to convey transparent privacy policies to Coexisted Group to reduce their risk perception.