Tourists' perception of smart tourism experiences in Babylon City, Iraq
List of Authors
  • Muthana Faaeq Almasoodi

Keyword
  • Smart Tourism Technologies; Attributes; Tourist Satisfaction; Tourism Experience; Visitor Attractions; Babylon

Abstract
  • This study investigates tourists' perceptions of smart tourism experiences in Babylon City, Iraq, utilizing an extended SERVQUAL model. The research examines the impact of six smart tourism attributes - tangibility, reliability, accessibility, usability, trust, and empathy - on tourist satisfaction and overall satisfaction with smart tourism. A quantitative approach was employed, with data collected from 295 international tourists visiting the Babylon Archaeological Site between May and August 2023. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. Results indicate that all six attributes significantly influence tourist satisfaction, which in turn mediates their effect on overall satisfaction with smart tourism in Babylon. The study reveals that smart tourism positively impacts both tourist satisfaction and overall satisfaction, with tourist satisfaction playing a crucial mediating role. These findings contribute to the theoretical understanding of smart tourism and provide practical implications for destination managers and policymakers in developing smart tourism strategies. The research highlights the importance of integrating technological advancements with traditional service quality dimensions to enhance tourist experiences in historical destinations like Babylon.

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