Effects of Smart Tourism Technology Attributes on Trip Satisfaction: The Moderating Role of Digital Literacy

The goal of this study was to examine how smart tourism technology attributes impact overall trip satisfaction. This study specifically examined how digital literacy moderates the relationship between smart tourism technology attributes and trip satisfaction. An online survey was conducted with individuals who had at least one travel experience in the past year to test the hypotheses. A PLS-SEM was applied to 498 samples. The findings indicated that accessibility and personalization were statistically significant predcitors of trip satisfaction among the four smart tourism technology attributes examined. More importantly, the level of digital literacy moderated the relationship between accessibility and trip satisfaction. The findings offer significant theoretical and managerial implications. Practitioners should prioritize the development of digital competencies and the delivery of tailored, readily available information to enhance the overall trip experience.