How smartness affects customer-based brand equity in rural tourism destinations

In recent years, planning and management through smart destinations has attracted great academic interest by including the dimensions of technology, innovation, accessibility, sustainability and governance. However, until now, research has focused on the conceptualisation of smart tourism itself and on aspects such as the tourism experience, technology or sustainability, ignoring the ability of smart tourism to develop competitive advantages through brand equity. The aim of this paper is to study the effects of smart management on destination brand equity. To do this, a survey was conducted with 406 tourists and residents in Castropol, a rural municipality in northern Spain recognised as a smart destination, and a PLS-SEM model was estimated. The results show a direct positive impact on destination awareness and perceived quality; moreover, the effects on destination loyalty are mediated by perceived quality and destination image. This research highlights that rural areas can also benefit from smart strategies. It also emphasises the need to adopt responsible sustainability practices, involve local authorities and engage residents to create a more attractive destination brand. • This research examines smart management's effects on rural destination brand equity. • This study considers the perceptions of both tourists and residents. • Sustainability and governance play a key role in destination smartness. • Destination smartness positively affects awareness and perceived quality. • The effects on loyalty are mediated by perceived quality and image.