Open AccessTOURISTS SATISFACTION TOWARDS SMART TOURISM SERVICES IN MALAYSIA
Author(s) -
Izza Nazura Mohamed Sofian,
Siti Falindah Padlee,
Noor Zatul Iffah Hussin
Publication year - 2021
Language(s) - English
Resource type - Conference proceedings
DOI - 10.46754/gtc.2021.11.008
Subject(s) - tourism , marketing , business , service (business) , sample (material) , customer satisfaction , globe , structural equation modeling , computer science , psychology , geography , chemistry , archaeology , chromatography , neuroscience , machine learning
Smart tourism projects are already underway across the globe including Tourism Malaysia. In 2018, Tourism Malaysia has launched the Malaysia Smart Tourism 4.0 initiative to take the industry to the next level by capitalizing on the new opportunities of the digital age. Despite the increase in the number of studies on customer satisfaction towards smart tourism services, only a limited number of studies were carried out in Malaysia. Therefore, this research proposes to obtain a better overview of this issue from a Malaysian perspective. The main objective of this study is to analyse the relationship between smart tourism technology attributes, tourist service satisfaction levels and to assess the relationship between the levels of tourist service satisfaction and the intention to use new technology. This study was also carried out to examine the moderating effect of trust on the relationship between smart tourism technology. This study will use a structural equation method to find the relationship between the smart tourism technology attributes of trust, service satisfaction, and the intention to use. This study employs a quantitative method of analysis with a questionnaire that were distributed to Malaysian tourists online. The sample size was selected based on the sample size table used by Krejcie & Morgan (1970). The study expects to find that smart tourism technology attributes are significantly associated with service satisfaction levels, and this it will have a positive effect on the intention to use. Meanwhile, the trust factor will be positively associated with service satisfaction.