Exploring factors influencing smart tourism destination visiting behaviors in a historic country: a theory of e-consumption behavior

Purpose

This study aims to explore factors that influence tourists’ visiting behaviors towards smart tourism destinations (STDs) by extending the theory of planned behavior.

Design/methodology/approach

Partial least squares structural equation modeling (PLS-SEM) technique is used to test the proposed hypotheses by analyzing 413 usable responses that are collected through personal interviews. Moreover, data are collected using structured interviews and analyzed by SmartPLS, 3.3.3.

Findings

This study results reveal that STD visit intentions significantly influence STD visiting behaviors among international and domestic tourists in Bangladesh. Moreover, the results show that e-attitude, resource efficiency norms and perceived environmental sustainability have significant impacts on STD visit intentions.

Practical implications

The study findings indicate that destinations’ electronic flowcharts of places, usage of low impact and biodegradable materials and history and culture presented in the forms of games and stories increase travelers’ motivation to visit STDs.

Originality/value

The study provides empirical evidence to support the importance of factors enhancing travelers’ STD visiting behaviors by integrating e-attitude, resource efficiency norms, perceived environmental sustainability and STD visit intentions.

研究目的

研究人員藉著把計劃行為理論伸延開去,去探索是哪些因素影響著到訪智慧旅遊目的地的旅遊行為。

研究設計/方法/理念

研究人員以偏最小平方法的結構方程模型 (PLS-SEM) 技術去測試其提出之假設,方法是透過分析取自個人訪談413個可用的回應。這些數據均以結構化訪談方式收集,繼而以 SmartPLS 3.3.3 來進行分析。

研究結果

研究結果顯示,就於孟加拉的國際和國內旅客而言,到訪智慧旅遊目的地的目的,顯著地影響著智慧旅遊目的地的旅遊行為。研究結果亦顯示,到訪智慧旅遊目的地的目的和意願,會顯著地受電子態度、資源效率規範和感知環境可持續性所影響。

實務方面的啟示

研究結果表明了目的地的處所電子流程圖、低影響和能進行生物降解材料的使用,以及以遊戲和故事形式展示的歷史和文化,均會提昇旅客到訪智慧旅遊目的地的動機。

研究的原創性/價值

研究人員透過結合電子態度、資源效率規範、感知環境可持續性和到訪智慧旅遊目的地的目的,給我們提供了經驗性證據,以確認增強及完善影響著旅客到訪智慧旅遊目的地的旅遊行為的因素至為重要。