Technological Perception and Revisit Intentions: Value Co-Creation’s Moderating Role in Smart Tourism
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Objectives: This study investigates how technology applications in smart tourism environments effectively lead to enhanced tourist revisit intention, addressing a key theoretical and practical gap in understanding tourist decision-making mechanisms in digital tourism contexts. Methods/Analysis: Utilizing the Technology Acceptance Model (TAM) and value co-creation theory, a comprehensive research framework was developed to analyze the influence of perceived usefulness (PU) and perceived ease of use (PEOU) on revisit intention (RI), alongside the moderating effects of value co-creation experience (VCE). Data were collected through questionnaires and 486 valid responses were analyzed using SmartPLS 3.0. Findings: Results indicate that both PU and PEOU positively influence RI, while VCE significantly enhances the positive impact of PU on RI and strengthens the relationship between PEOU and RI. Novelty/Improvement: Overcoming the limitations of traditional TAM models that view tourists as passive technology recipients, this research demonstrates the moderating impact of tourists’ active participation in the link between technological perception and behavioral intentions. The study extends the integrated application of TAM and value co-creation theory, deepens understanding of tourist behavior in digital environments, and provides practical guidance for optimizing technology applications and tourist participation mechanisms in smart tourism destinations.
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