The role of technological and sustainable innovation in enhancing tourist happiness: a comparison between Blue and Green Tourism

This study explores the relationship between technological innovation in Blue and Green Tourism and its impact on tourist happiness. no existing research directly compares these two forms of tourism. The focus is on how Green Tourism relates to rural areas. Blue Tourism, which involves marine ecosystems, has rapidly adopted sustainable technologies due to environmental urgency. Through a comparative analysis, the study illustrates how these innovations protect marine ecosystems and enhance tourist wellbeing by offering more sustainable and fulfilling experiences. The study presents partial mediation, where tourism innovation influences happiness both directly and indirectly through environmental and experiential factors. It also shows moderation, meaning the strength of this relationship changes depending on levels of environmental performance, innovation, and nature experience – highlighting that context affects how innovation impacts tourist happiness. The methodology combines qualitative case study analysis with a comprehensive literature review, contrasting both types of tourism. Data were processed using Smart PLS version 4.13. The findings reveal that while Green Tourism also incorporates sustainable technologies, it does so on a smaller scale, with its wellbeing benefits more closely linked to disconnection and immersion in nature. In contrast, Blue Tourism’s higher visibility and pressing environmental concerns drive faster technological adoption, providing an experience that fosters a stronger sense of environmental responsibility and connection. This research offers theoretical contributions to the sustainability and technology discourse and provides practical suggestions for enhancing tourist wellbeing in both sectors.