Validation of the Smart Tourism Model
Keywords:
Smart tourism,, structural equation modeling, smart technology, tourist behavior, destination management, Iran, Kish Island, digital transformationAbstract
This study aimed to validate a structural model of smart tourism by examining the impact of multiple technological, behavioral, and managerial constructs on the development of smart tourism in Kish Island, Iran. The research employed a quantitative design using a descriptive-correlational strategy and structural equation modeling (SEM) to evaluate the proposed model. A two-stage sampling method was applied: first, cluster sampling was used to randomly select 30 hotels from 51 active establishments in Kish Island; second, simple random sampling was used to select tourists from these hotels. Out of 311 distributed questionnaires, 273 were deemed valid and analyzed. A 45-item smart tourism scale developed by the researchers was used for data collection, with its content validity confirmed by experts (CVI = 0.82). Cronbach’s alpha, composite reliability (CR), average variance extracted (AVE), and discriminant validity tests were conducted to ensure measurement reliability and validity. Data were analyzed using SPSS-24 and SmartPLS-3. All eight independent variables—perceived value, economic development, smart technology, tourist behavior, complementary activities, destination capability, information management, and smartification—had statistically significant effects on smart tourism. Smart technology (β = 0.269, p < 0.001) and economic development (β = 0.199, p < 0.001) showed the strongest influences. Model fit indices, including AVE (>0.50), CR (>0.70), and goodness-of-fit (GOF = 0.725), confirmed the model’s validity and predictive power. Discriminant validity was also established using the Fornell-Larcker criterion. The validated smart tourism model demonstrates that technological infrastructure, managerial readiness, and tourist-centered strategies are essential for developing smart tourism destinations. These findings offer both theoretical insight and practical guidance for enhancing tourism innovation, competitiveness, and sustainability in similar regional contexts.
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Copyright (c) 2025 Mojtaba Momeni, Alireza Nobari, Alireza Afsharnejad, Reza Shafizadeh Garousi (Author)
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