Smart positioning: how smart technologies can increase the attractiveness of heritage tourism destinations? The case of a small-scale Hungarian heritage city

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Heritage Tourism Pub Date : 2023-11-07 DOI:10.1080/1743873x.2023.2276271

Ivett Pinke-Sziva, Krisztina Keller, László Kovács

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引用次数: 0

Abstract

Small-scale heritage towns usually face fierce competition from surrounding destinations, particularly in peripheral rural areas where tourism holds important possibilities for regional development. This study examines on-site smart tourism technology as a tool to increase attractiveness and differentiation of heritage destinations using examples of Hungarian destinations. The research seeks to answer the question whether a small-scale heritage destination can become a more attractive destination due to technology from the perspective of potential tourists. The paper analyzes quantitative data collected from 537 potential tourists. Principal component analysis was used to identify the factors considering attractive and differential on-site technologies. A regression model was created to examine how these factors affect the potential tourist's decision-making: whether heritage towns with smart on-site tools are too similar to towns that do not use such technologies. Three factors of on-site technologies have been identified: digital sightseeing, smart attractions, and smart infrastructure. According to the regression model, digital sightseeing is the key pull factor, but smart attractions and smart infrastructure also have a positive effect in small towns. The study presents the first empirical research on the effect of smart technology on positioning small-size heritage towns based on demand-side research.

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智能定位:智能技术如何增加遗产旅游目的地的吸引力?一个小型匈牙利遗产城市的案例

小规模的遗产城镇通常面临来自周边目的地的激烈竞争，特别是在旅游业对区域发展具有重要可能性的周边农村地区。本研究以匈牙利为例，考察了现场智能旅游技术作为增加遗产目的地吸引力和差异化的工具。该研究试图从潜在游客的角度回答一个问题，即一个小规模的遗产目的地是否可以因为技术而成为一个更有吸引力的目的地。本文分析了从537名潜在游客中收集的定量数据。采用主成分分析方法确定了考虑现场技术吸引力和差异性的因素。我们创建了一个回归模型来检验这些因素如何影响潜在游客的决策:拥有智能现场工具的遗产城镇是否与不使用此类技术的城镇过于相似。确定了现场技术的三个因素:数字观光、智能景点和智能基础设施。回归模型显示，数字观光是拉动小城镇旅游的关键因素，但智慧景点和智慧基础设施对小城镇旅游也有积极影响。本研究首次基于需求侧研究，实证研究了智能技术对小型遗产小镇定位的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Heritage Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.50

自引率

11.10%

发文量

期刊介绍： The Journal of Heritage Tourism ( JHT ) is a peer-reviewed, international transdisciplinary journal. JHT focuses on exploring the many facets of one of the most notable and widespread types of tourism. Heritage tourism is among the very oldest forms of travel. Activities such as visits to sites of historical importance, including built environments and urban areas, rural and agricultural landscapes, natural regions, locations where historic events occurred and places where interesting and significant living cultures dominate are all forms of heritage tourism. As such, this form of tourism dominates the industry in many parts of the world and involves millions of people. During the past 20 years, the study of tourism has become highly fragmented and specialised into various theme areas, or concentrations. Within this context, heritage tourism is one of the most commonly investigated forms of tourism, and hundreds of scholars and industry workers are involved in researching its dynamics and concepts. This academic attention has resulted in the publication of hundreds of refereed articles in various scholarly media, yet, until now there has been no journal devoted specifically to heritage tourism; Journal of Heritage Tourism was launched to fill this gap. JHT seeks to critically examine all aspects of heritage tourism. Some of the topics to be explored within the context of heritage tourism will include colonial heritage, commodification, interpretation, urban renewal, religious tourism, genealogy, patriotism, nostalgia, folklore, power, funding, contested heritage, historic sites, identity, industrial heritage, marketing, conservation, ethnicity, education and indigenous heritage.