MEASURING TOURIST PREFERENCES AND BEHAVIOR TOWARD SMART TOURISM DESTINATION PLANNING

Abstract

This research examines how tourists perceive and engage with technology and sustainability concepts, particularly in relation to their utilization of QR codes at tourist sites. The investigation conducted by the researchers explores four key factors hypothesized to influence tourists' preferences and behaviors regarding technology: a) habits, b) risks, c) sustainability attitude, and d) motivation. An online survey was completed by 316 participants, including both locals and foreign visitors to the KL QR Trail. The data was collected between January and March 2022 and analyzed using the SmartPLS 3.1.1 software. The findings reveal that tourists' habits and sustainability attitudes influence significantly on their satisfaction, while motivation and risks were found to be insignificant predictors. Furthermore, customer satisfaction was found to influence behavioral intention. These outcomes underscore the significance of tourists' established habits and sustainability commitments for the effective implementation of smart tourism initiatives. Additionally, this study contributes to the comprehension of technology acceptance model and its integration with sustainability attitudes, particularly as it pertains to the adoption of QR codes at tourist destinations.