Abstract:
1. Introduction
Smart tourism leverages technologies such as the Internet of Things,
Artificial Intelligence and big data to enhance the travel experience. Smart
tourism technologies are increasingly used around the world to enhance
traveler experiences, but limited research has been done on the effects of
these technologies on traveler decision-making in the Sri Lankan context.
The objective of this study is to identify and analyze key drivers such as
information quality, accessibility, cost-effectiveness, personalization, and
security that affect traveler’s decisions in the smart tourism context in Sri
Lanka. These drivers were identified by doing an extensive literature
review on smart tourism and traveler decision-making frameworks.
2. Research Methodology
In conducting this systematic literature review, the methodology followed
PRISMA guidelines to review 25 peer-reviewed studies that were
published from 2015 to 2023 on the impacts of smart tourism on the
decision of the traveler. The relationships between the key drivers were
assessed using Partial Least Squares Structural Equation Modeling (PLS-
SEM) analysis of the data. The ability of PLS-SEM to assess complex multi-
dimensional linear and non- linear relationships was the reason for its
selection to solve the research problem.
3. Finding and Discussion
The review revealed that in Sri Lanka, information quality, cost
effectiveness, security and accessibility are the main influencers to
traveler’s decisions. While adoption will be challenging, international and
local studies stress that personalization has a major role in driving traveler
satisfaction. A key factor in realizing the full potential of smart tourism in
Sri Lanka will be an upgrading of infrastructure. Information quality,
accessibility, security and personalization are identified as critical factors
to traveler satisfaction in this study, which provides policymakers with an
opportunity to develop sustainably, globally aligned tourism strategies.
4. Conclusion and Implications
The significance of this study is to provide insights which could contribute
to sustainable tourism strategies and policy developments in emerging
markets.
