The Impact of Smart Tourism Technologies on Heritage Site Image and Destination Loyalty

Sokunthea Neak, Pithoon Thanabordeekij, Supanika Leurcharusmee, Tatcha Sudtasan

Abstract

Despite the growing use of Smart Tourism Technologies (STTs) in heritage tourism, their effectiveness in shaping tourist experiences, heritage site image, and destination loyalty remains underexplored, particularly in Cambodia’s UNESCO World Heritage Sites. This study examines how key STTs attributes—informativeness, accessibility, interactivity, personalization, and security—enhance tourists' experience with STTs and their loyalty with heritage destinations. It also examines the mediating role of heritage site image in this relationship. This study collected data on-site from 411 international tourists visiting all four of Cambodia's UNESCO World Heritage Sites. Smart-PLS 4.0 was used to evaluate the measurement and structural models. The results demonstrate that all STTs attributes positively enhance tourists perceived STTs experience. This perceived smart tourism experience subsequently impacts tourists' likelihood of returning to the heritage destinations and recommending them through word-of-mouth, which is partially mediated by the heritage site image. This study contributes to the limited body of research on the impact of STTs in heritage tourism by introducing a new conceptual model that positions heritage site image as a mediator between perceived STTs experience and destination loyalty. The findings offer practical insights for heritage stakeholders, including technology developers, by highlighting the critical role of informativeness, personalization, and interactivity in the design and implementation of STTs to enhance tourists’ experiences and strengthen the global appeal of Cambodia's heritage sites.

 

Keywords: Cambodia, smart tourism technologies, heritage site image, PLS-SEM, destination loyalty.

 

DOI: https://doi.org/10.55463/hkjss.issn.1021-3619.64.41


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