Smart Experience and Green Health Tourism: The Moderating Role of Content Marketing

Abstract

The purpose of this research is to evaluate smart experience in green health tourism with the mediating role of content marketing by using the two models of technology acceptance and hedonism. This study utilizes quantitative and causal research methods. A total of 332 respondents completed a survey conducted at two Iranian tourism hubs. Also, purposeful sampling was used for data collection. Respondents rated their perceptions of each item on a five-point Likert scale. Using the partial least squares path modeling technique, the results reveal the direct effects of smart experience on green health tourism. The findings suggest that content marketing interacts with smart experience to influence green health tourism, such that the use of smart experience in health tourism can reduce the annual costs of developing environmental protection methods. This paper thus contributes to the hospitality management theory, green tourism, and wellness literature.