Impact of Technology-Based Service Innovations on Tourist Site Revisits

The tourism industry is a vital component of the economy and is essential for advancing society, culture, and the environment. Digital technology has changed various facets of the tourism industry, increasing accessibility, convenience, and the capacity to accommodate individual preferences. The tourists' intention to revisit can be taken as a measure of the success of a destination, and it depends on the experience they gain from their visit. The present study assesses how revisiting tourist sites is influenced by the variables of technology-based service innovations, service value, and experience sharing through technology. The study was based on primary data collected from tourists who had visited Ernakulam and Thiruvananthapuram in Kerala, India. The data were collected using a questionnaire from a sample of 380 tourists using purposive sampling. SPSS V 26, Process Macro V 4.2, and SMART PLS 4 were used for data analysis. The study finds that technologically based service innovation increases service value, visitor site revisits, and experience sharing online. The study shows that the quality of the service has a favourable and significant impact on visitors' return visits to the site. The study is limited to tourists' perspectives, and conducting a multistakeholder approach to studying digital tourism is recommended.