An Analysis of Smart Tourism Technologies (STTs) at Visitor Attractions: Investigating the Influence of Information, Accessibility, Interactivity, Personalization, and Security on Tourist Satisfaction

Nor Asmalina Mohd Anuar, Nur Athirah Izzati Mohd Nazaruddin, Syahirah Suraya Omar and Muhammad Zulhilmi Zulkurnain
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Nor Asmalina Mohd Anuar: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia
Nur Athirah Izzati Mohd Nazaruddin: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia
Syahirah Suraya Omar: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Malaysia
Muhammad Zulhilmi Zulkurnain: School of Tourism, Hospitality & Event Management, Universiti Utara Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 9, 9862-9875

Abstract: Smart Tourism Technologies (STTs) are progressively important to enhancing visitor experiences and influencing satisfaction at tourism destinations. This study investigates the impact of five key STT dimensions: information, accessibility, interactivity, personalization, and security on tourist satisfaction at visitor attractions in the Klang Valley region of Malaysia, which comprises Kuala Lumpur and nearby districts in Selangor. A quantitative research approach was chosen, using a structured online questionnaire administered to 200 respondents through convenience sampling. Data were analysed using descriptive statistics and multiple linear regression. Descriptive results showed steadily high mean scores across all STT dimensions. Regression analysis revealed that information, accessibility, personalization, and security were supported and showed a significant positive influence on tourist satisfaction. In contrast, interactivity was not supported, showing no significant effect (p = 0.864). This suggested that this dimension may not be perceived as essential by visitors in the context of STT-supported experiences. The study proposes practical implications for tourism planners and destination managers by underscoring the importance of strengthening core STT functionalities while critically assessing the role of interactivity in the future technological investments. Additionally, it supports to the expansion body of literature on smart tourism by delivering empirical evidence from a Southeast Asian context and highlighting methods to improve visitor satisfaction through technology-enabled experiences.

Date: 2025
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