Impact of Smart Tourism Technologies on the Overall Destination Image: Interaction between Cultural Difference and Information Search

This research explored tourists’ perceptions of the relationships among smart tourism technologies (STTs), cocreation experience, and overall destination image and further examined the interaction between cultural differences and the duration of information search on STTs. A self-administered questionnaire was developed and distributed to target samples of international tourists who visited Hong Kong. A total of 1,469 respondents participated in the study. Results showed that the STTs of smart sightseeing, smart traffic, and smart e-commerce positively enhanced tourists’ cocreation experience and consequently improved their overall destination image. The interaction of cultural differences (i.e., Asian tourists had more positive perceptions than Western tourists) and duration of information search (i.e., 2–4 hr of information search) was significant in the e-tour map and mobile payment attributes. Promoting a destination as a friendly STT destination via smart sightseeing, smart traffic, and smart e-commerce can establish a memorable experience during on-site traveling and, consequently, enhance the overall destination image. Cultural differences between Asian and Western tourists and the duration of information search distinguish the experience with STTs. These factors must be considered when initiating destination marketing plans.