Can smart tourism technology enhance destination image? The case of the 2018 Taichung World Flora Exposition

Abstract

Purpose

Smart tourism technology (STT) has become prominent in the development of the tourism industry. This study aims to propose a model that integrates the cognitive–affective–behavioral model and trust transfer theory in the context of the 2018 Taichung World Flora Exposition, a mega-event.

Design/methodology/approach

An integrative model incorporating a questionnaire was used as the study framework. A total of 456 valid travel survey questionnaires were obtained.

Findings

The results suggested that the antecedents (STT and perceived value [PV]) positively affected memorable tourism experience (MTE) (cognitive component). MTE positively affected destination image (DI) (affective component), and DI positively affected intentions to revisit and recommend locations (behavioral component). Finally, MTE mediated the relationships among DI, STT and PV.

Originality/value

This study contributes to the development of a theoretical framework that incorporates a MTE in the context of mega-events and smart tourism concepts. The findings can help governments and the tourism industry understand the effects of STT on tourists’ experiences, perceptions and behaviors.

研究目的

智慧旅游科技在旅游产业发展中占有突出地位。本研究在 2018 年台中世界花博会这一大型盛会的背景下, 提出了一个将认知-情感-行为模型和信任转移理论相结合的模型。

研究方法

本研究采用包含问卷的综合模型作为研究框架。共获得有效旅游调查问卷456份。

研究结果

结果表明, 前因（智慧旅游科技和感知价值）对难忘的旅游体验（认知成分）产生了积极影响。难忘的旅游体验正向影响的目的地形象（情感成分）, 目的地形象正向影响重访和推荐地点的意愿（行为成分）。最后, 难忘的旅游体验在目的地形象、智慧旅游科技和感知价值之间起到中介作用。

研究原创性/价值

本研究有助于建立一个在大型活动和智能旅游概念的背景下结合令人难忘的旅游体验的理论框架。这些发现可以帮助政府和旅游业了解智能旅游科技对游客体验、感知和行为的影响。

Citation

Chang, S. (2022), "Can smart tourism technology enhance destination image? The case of the 2018 Taichung World Flora Exposition", Journal of Hospitality and Tourism Technology, Vol. 13 No. 4, pp. 590-607. https://doi.org/10.1108/JHTT-07-2020-0182