Adopting Smart Technologies in Rural Tourism: Insights From Local Community Stakeholders

Abstract

While smart tourism and the adoption of smart technologies have been extensively explored in urban destinations, rural areas, and the perspectives of rural tourism stakeholders remain largely underrepresented in the research. This study explores the adoption of smart tourism technologies from the perspective of rural communities. Using the Diffusion of Innovation theory as a framework, qualitative data from 42 respondents across three rural villages in Kurdistan, Iran, were analyzed. Findings reveal that while smart technologies offer significant advantages, including enhanced market access and improved visitor management, adoption is hindered by barriers such as limited digital literacy, inadequate infrastructure, and perceived cultural incompatibility. Early adopters play a crucial role in demonstrating the value of innovations, influencing broader community acceptance, while the majority remains cautious until the benefits are observable and align with local norms. Change agents are instrumental in bridging gaps through education, technical support, and trust-building efforts.