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Open AccessArticle

Understanding Travelers’ Behavior for Sustainable Smart Tourism: A Technology Readiness Perspective

1
Royal Institute for Tourism and Hospitality, Tourism Council of Bhutan, 1147 Kawang, Dajo (Upper Motithang), 1147 Thimphu, Bhutan
2
Interdisciplinary Graduate Program in IT Law, Dankook University, 152 Jukjeon-ro, Suji-gu, 16890 Yongin-si, Gyeonggi-do 448-701, Korea
3
Department of Convergent Security, Dankook University, 152 Jukjeon-ro, Suji-gu, 16890 Yongin-si, Gyeonggi-do 448-701, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2018, 10(11), 4259; https://doi.org/10.3390/su10114259
Received: 23 October 2018 / Revised: 14 November 2018 / Accepted: 15 November 2018 / Published: 18 November 2018
Smart tourism has contributed to making people’s travels easier and more enjoyable, but sometimes has a negative impact on their travel experience. The challenges travelers face while using smart devices have not been researched in detail and are relatively unknown. While most studies have considered the usefulness of smart devices in tourism, negative perceptions of smart tourism have rarely been discussed. Thus, this study investigates travelers’ risk perceptions of smart tourism from a technology readiness perspective. It examines the impact of optimism, innovativeness, insecurity, and discomfort on travelers’ usage intentions of smart devices through their perceived risks and benefits. To test the proposed model and corresponding hypotheses, a partial least squares analysis was performed on data collected from 250 survey respondents. The results showed that the perceived benefits of smart devices had a significant effect on usage intentions of smart devices while traveling. It was also confirmed that the influence of perceived risks depends on the characteristics of travelers. This study is significant as it is the first empirical study applying the TRI (Technology Readiness Index) model that examines the negative effects of smart devices on tourists during travel. The results of this study provide meaningful insights into smart tourism to companies and governments. View Full-Text
Keywords: smart tourism; smart device; technology readiness; perceived benefits; perceived risks smart tourism; smart device; technology readiness; perceived benefits; perceived risks
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Pradhan, M.K.; Oh, J.; Lee, H. Understanding Travelers’ Behavior for Sustainable Smart Tourism: A Technology Readiness Perspective. Sustainability 2018, 10, 4259.

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