From the attributes of smart tourism technologies to loyalty and WOM via user satisfaction: the moderating role of switching costs

Abstract

Purpose

This study aims to empirically testify an integrated model, including the attributes of smart tourism technologies (STTs) (user interface [UI] design, informativeness, accessibility, personalization and interactivity), satisfaction, loyalty and word of mouth (WOM), and further investigate the potential moderating effect of switching costs (SCs) on the satisfaction–loyalty/WOM relationships.

Design/methodology/approach

Systematic sampling was used to collect data in Macau. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze valid data collected from 332 tourists who have recently used STTs.

Findings

The results indicate that informativeness has a stronger effect on satisfaction, loyalty and WOM than UI design, accessibility and personalization; interactivity shows no significant influence on satisfaction, loyalty and WOM; satisfaction positively influences loyalty and WOM. Furthermore, procedural SCs negatively moderate the effects of satisfaction on loyalty and WOM.

Originality/value

The present study extends the knowledge about information technology and tourism (ITT) by introducing a new attribute, UI design into STT structure and confirming that UI design is an effective predictor of user satisfaction. This paper is also a pioneer study that integrates customer satisfaction with STTs with SCs to explore the mechanism of how customer loyalty and WOM are generated. Practical recommendations are provided for STT designers and destination managers to improve the overall quality of STTs and to consider carefully setting procedural SCs as a retention strategy.

Citation

Ng, K.S.P., Wong, J.W.C., Xie, D. and Zhu, J. (2023), "From the attributes of smart tourism technologies to loyalty and WOM via user satisfaction: the moderating role of switching costs", Kybernetes, Vol. 52 No. 8, pp. 2868-2885. https://doi.org/10.1108/K-09-2021-0840