Smart Tourism Technologies, Revisit Intention, and Word-of-Mouth in Emerging and Smart Rural Destinations

Zabih-Allah Torabi (), Mehdi Pourtaheri, Colin Michael Hall, Ayyoob Sharifi and Fazlollah Javidi
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Zabih-Allah Torabi: Department of Geography and Rural Planning, Tarbiat Modares University, Tehran 1411713116, Iran
Mehdi Pourtaheri: Department of Geography and Rural Planning, Tarbiat Modares University, Tehran 1411713116, Iran
Colin Michael Hall: Department of Management, Marketing, and Tourism, University of Canterbury, Christchurch 8140, New Zealand
Ayyoob Sharifi: The IDEC Institute, Hiroshima University, Hiroshima 734-8553, Japan
Fazlollah Javidi: Department of Geography and Rural Planning, Tarbiat Modares University, Tehran 1411713116, Iran

Sustainability, 2023, vol. 15, issue 14, 1-21

Abstract: This study examines the influence of the various attributes of smart tourism technologies (STTs) on tourists’ intentions to revisit locations and engage in word-of-mouth (WOM) activities regarding emerging and smart rural tourist destinations in Iran. A sample of 590 tourists who visited these destinations following the COVID-19 pandemic participated in the study. The findings reveal that three attributes of STTs, namely, informativeness, accessibility, and interactivity, positively contribute to tourists’ memorable experiences (ME). Furthermore, ME, satisfaction, and the willingness to engage in WOM recommendations are identified as predictors of tourists’ intention to revisit rural destinations. The study also reveals that user competence serves as a mediator between the attributes of STTs (informativeness, accessibility, and interactivity) and the tourists’ ME. Specifically, tourists with greater skills and knowledge of using STTs tend to have more memorable experiences in these emerging and smart rural destinations. The study discusses both the theoretical and practical implications of these findings.

Keywords: smart tourism technologies; memorable experiences; revisit intention; user competence; word-of-mouth; smart rural destinations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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