MEASURING TOURIST PREFERENCES AND BEHAVIOR TOWARD SMART TOURISM DESTINATION PLANNING

Authors

  • Aznor Sarah Aqilah Azmadi Faculty of Hotel and Tourism Management, UNIVERSITI TEKNOLOGI MARA, SELANGOR, MALAYSIA
  • Maisarah Abdul Hamid Faculty of Hotel and Tourism Management, UNIVERSITI TEKNOLOGI MARA, TERENGGANU, MALAYSIA
  • Mohd Hafiz Hanafiah Faculty of Hotel and Tourism Management, UNIVERSITI TEKNOLOGI MARA, SELANGOR, MALAYSIA
  • Dina Hariani Faculty of Tourism, SEKOLAH TINGGI PARIWISATA BOGOR, INDONESIA
  • Nur Shahirah Mior Shariffuddin Faculty of Applied Social Sciences, UNIVERSITI SULTAN ZAINAL ABIDIN, MALAYSIA

DOI:

https://doi.org/10.21837/pm.v21i30.1405

Keywords:

smart tourism, QR Code, destination, sustainability attitude, habit, risk, motivation, tourist behavior

Abstract

This research examines how tourists perceive and engage with technology and sustainability concepts, particularly in relation to their utilization of QR codes at tourist sites. The investigation conducted by the researchers explores four key factors hypothesized to influence tourists' preferences and behaviors regarding technology: a) habits, b) risks, c) sustainability attitude, and d) motivation. An online survey was completed by 316 participants, including both locals and foreign visitors to the KL QR Trail. The data was collected between January and March 2022 and analyzed using the SmartPLS 3.1.1 software. The findings reveal that tourists' habits and sustainability attitudes influence significantly on their satisfaction, while motivation and risks were found to be insignificant predictors. Furthermore, customer satisfaction was found to influence behavioral intention. These outcomes underscore the significance of tourists' established habits and sustainability commitments for the effective implementation of smart tourism initiatives. Additionally, this study contributes to the comprehension of technology acceptance model and its integration with sustainability attitudes, particularly as it pertains to the adoption of QR codes at tourist destinations.

Downloads

Download data is not yet available.

References

Abdul-Halim, N. A., Vafaei-Zadeh, A., Hanifah, H., Teoh, A. P., & Nawaser, K. (2022). Understanding the determinants of e-wallet continuance usage intention in Malaysia. Quality and Quantity. https://doi.org/10.1007/s11135-021-01276-7 DOI: https://doi.org/10.1007/s11135-021-01276-7

Abdullah, S. I. N. W., Samdin, Z., Teng, P. K., & Heng, B. L. J. (2019). The impact of knowledge, attitude, consumption values and destination image on tourists’ responsible environmental behaviour intention. Management Science Letters. https://doi.org/10.5267/j.msl.2019.5.005 DOI: https://doi.org/10.5267/j.msl.2019.5.005

Adeola, F. O. (2007). Nativity and environmental risk perception: An empirical study of native-born and foreign-born residents of the USA. Human Ecology Review.

Azinuddin, M., Zain, W. M. A. W. M., & Shariffuddin, N. S. M. (2022a). Tourism Sustainability: Perspectives on past works, issues and future research opportunities. In Environmental Management and Sustainable Development: Case Studies and Solutions from Malaysia (pp. 39-51). Cham: Springer International Publishing. DOI: https://doi.org/10.1007/978-3-030-93932-8_4

Azinuddin, M., Hanafiah, M. H., Mior Shariffuddin, N. S., Kamarudin, M. K. A., & Mat Som, A. P. (2022b). An exploration of perceived ecotourism design affordance and destination social responsibility linkages to tourists’ pro-environmental behaviour and destination loyalty. Journal of Ecotourism, 1-24. DOI: https://doi.org/10.1080/14724049.2022.2085283

Azinuddin, M., Mohammad Nasir, M. B., Hanafiah, M. H., Mior Shariffuddin, N. S., & Kamarudin, M. K. A. (2022c). Interlinkage of perceived ecotourism design affordance, perceived value of destination experiences, destination reputation, and loyalty. Sustainability, 14(18), 11371. DOI: https://doi.org/10.3390/su141811371

Azwar, H., Hanafiah, M. H., Abd Ghani, A., Azinuddin, M., & Shariffuddin, N. S. M. (2023). Community-Based Tourism (CBT) moving forward: Penta helix development strategy through community local wisdom empowerment. Planning Malaysia, 21, 72-88. DOI: https://doi.org/10.21837/pm.v21i25.1225

Azmadi, A., Hamid, A., & Hanafiah, M. H. (2022). Rise Of The Qr Code Application Adoption: Towards A Conceptual Post-Covid-19 Smart Sustainable Tourism Framework. In International Journal of Social Science Research (IJSSR).

Bayih, B. E., & Singh, A. (2020). Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions. Heliyon. https://doi.org/10.1016/j.heliyon.2020.e04839 DOI: https://doi.org/10.1016/j.heliyon.2020.e04839

Biasutti, M., & Frate, S. (2017). A validity and reliability study of the Attitudes toward Sustainable Development scale. Environmental Education Research, 23(2), 214–230. https://doi.org/10.1080/13504622.2016.1146660 DOI: https://doi.org/10.1080/13504622.2016.1146660

Brown, S. A., & Venkatesh, V. (2005). Model of adoption of technology in households: A baseline model test and extension incorporating household life cycle. In MIS Quarterly: Management Information Systems. https://doi.org/10.2307/25148690 DOI: https://doi.org/10.2307/25148690

Buhalis, D., & Amaranggana, A. (2015). Smart Tourism Destinations Enhancing Tourism Experience Through Personalisation of Services. Information and Communication Technologies in Tourism 2015, February, 377–389. DOI: https://doi.org/10.1007/978-3-319-14343-9_28

Çakiri, O., & Çiftçi, Ş. F. (2019). Investigating Domestic Tourists’ Intentions to Use Mobile Tourism Applications within the Context of UTAUT Model. Theory and Practice in Social Sciences.

Chang, A. (2012). UTAUT and UTAUT 2: A Review and Agenda for Future Research. The Winners. https://doi.org/10.21512/tw.v13i2.656 DOI: https://doi.org/10.21512/tw.v13i2.656

Chin, W. W. (2010). How to Write Up and Report PLS Analyses. In Handbook of Partial Least Squares. https://doi.org/10.1007/978-3-540-32827-8_29 DOI: https://doi.org/10.1007/978-3-540-32827-8_29

Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Erlbaum.

Cui, F., Liu, Y., Chang, Y., Duan, J., & Li, J. (2016). An overview of tourism risk perception. Natural Hazards. https://doi.org/10.1007/s11069-016-2208-1 DOI: https://doi.org/10.1007/s11069-016-2208-1

El Archi, Y., Benbba, B., Zhu, K., El Andaloussi, Z., Pataki, L., & Dávid, L. D. (2023). Mapping the Nexus between Sustainability and Digitalization in Tourist Destinations: A Bibliometric Analysis. Sustainability, 15(12), 9717. https://doi.org/10.3390/su15129717 DOI: https://doi.org/10.3390/su15129717

Emek, M. (2012). Usage of QR code in tourism industry. 6th World Conference for Graduate Research in Tourism, Hospitality and Leisure. Fethiye, Turkey: Doğuş University Institutional Repository.

Bi, L., Feng, Z., Liu, M., & Wang, W. (2008, August). Design and implementation of the airline luggage inspection system base on link structure of QR code. In 2008 International Symposium on Electronic Commerce and Security (pp. 527-530). IEEE. DOI: https://doi.org/10.1109/ISECS.2008.200

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). In Thousand Oaks: Sage. https://doi.org/10.1016/j.lrp.2013.01.002 DOI: https://doi.org/10.1016/j.lrp.2013.01.002

Hamid, M. A., & Isa, S. M. (2018). Exploring the sustainable tourism practices among tour operators in Malaysia. Journal of Sustainability Science and Management, Special Issue Number 5:, 68–80.

Hamid, M. A., Rahmat, N., Sarah, A., Azmadi, A., Hamid, M. A., Rahmat, N., & Aqilah, A. S. (2023). Stakeholders Perception of Smart Tourism Technology for Tourism Destination Stakeholders Perception of Smart Tourism Technology for Tourism Destination. 13(4), 615–623. https://doi.org/10.6007/IJARBSS/v13-i4/16624 DOI: https://doi.org/10.6007/IJARBSS/v13-i4/16624

Hanafiah, M. H., Md Zain, N. A., Azinuddin, M., & Mior Shariffuddin, N. S. (2022). I’m afraid to travel! Investigating the effect of perceived health risk on Malaysian travellers’ post-pandemic perception and future travel intention. Journal of Tourism Futures. https://doi.org/10.1108/JTF-10-2021-0235 DOI: https://doi.org/10.1108/JTF-10-2021-0235

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-014-0403-8 DOI: https://doi.org/10.1007/s11747-014-0403-8

Höjer, M., & Wangel, J. (2014). Smart sustainable cities: Definition and challenges. Advances in Intelligent Systems and Computing. https://doi.org/10.1007/978-3-319-09228-7_20 DOI: https://doi.org/10.1007/978-3-319-09228-7_20

Limayem, M., Hirt, S. G., & Cheung, C. M. K. (2007). How habit limits the predictive power of intention: The case of information systems continuance. MIS Quarterly: Management Information Systems. https://doi.org/10.2307/25148817 DOI: https://doi.org/10.2307/25148817

Malik, M. N., Khan, H. H., Chofreh, A. G., Goni, F. A., Klemeš, J. J., & Alotaibi, Y. (2019). Investigating students’ sustainability awareness and the curriculum of technology education in Pakistan. Sustainability (Switzerland). https://doi.org/10.3390/su11092651 DOI: https://doi.org/10.3390/su11092651

Marikyan, D., & Papagiannidis, S. (2021). Unified Theory of Acceptance and Use of Technology: A review. TheoryHub Book.

Marques, C., Vinhas da Silva, R., & Antova, S. (2021). Image, satisfaction, destination and product post-visit behaviours: How do they relate in emerging destinations? Tourism Management. https://doi.org/10.1016/j.tourman.2021.104293 DOI: https://doi.org/10.1016/j.tourman.2021.104293

Mior Shariffuddin, N. S., Azinuddin, M., Yahya, N. E., & Hanafiah, M. H. (2023). Navigating the tourism digital landscape: The interrelationship of online travel sites' affordances, technology readiness, online purchase intentions, trust, and E-loyalty. Heliyon, 9(8), 1-14. https://doi.org/10.1016/j.heliyon.2023.e19135 DOI: https://doi.org/10.1016/j.heliyon.2023.e19135

Rasdi, A. L. M., Som, A. P. M., & Shariffuddin, N. S. M. (2023). Responsible Tourism And Quality Of Life Among The Local Community In Cameron Highlands. Planning Malaysia, 21. https://doi.org/10.21837/pm.v21i25.1219 DOI: https://doi.org/10.21837/pm.v21i25.1219

Sánchez-Rebull, M. V., Rudchenko, V., & Martín, J. C. (2018). The antecedents and consequences of customer satisfaction in tourism: A systematic literature review. In Tourism and Hospitality Management. https://doi.org/10.20867/thm.24.1.3 DOI: https://doi.org/10.20867/thm.24.1.3

Šaparnienė, D., Mejerė, O., Raišutienė, J., Juknevičienė, V., & Rupulevičienė, R. (2022). Expression of Behavior and Attitudes toward Sustainable Tourism in the Youth Population: A Search for Statistical Types. Sustainability (Switzerland). https://doi.org/10.3390/su14010473 DOI: https://doi.org/10.3390/su14010473

Tiara Imani, A., & Herlanto Anggono, A. (2020). Factors Influencing Customers Acceptance of Using the QR Code Feature in Offline Merchants for Generation Z in Bandung (Extended UTAUT2). KnE Social Sciences. https://doi.org/10.18502/kss.v4i6.6670 DOI: https://doi.org/10.18502/kss.v4i6.6670

Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly: Management Information Systems. https://doi.org/10.2307/41410412 DOI: https://doi.org/10.2307/41410412

Vu, T. H. (2020). Solution of Applying QR Code Technology to Assist Tourists in Searching for the Destination Information. International Journal of Engineering Research & Technology (IJERT).

Vuksanović, N., Demirović Bajrami, D., Petrović, M. D., & Grigorieva, E. M. (2021). QR codes as a tool for receiving feedback about guests’ satisfaction at destinations. Journal of Place Management and Development. DOI: https://doi.org/10.1108/JPMD-03-2020-0025

Ye, J., Zheng, J., & Yi, F. (2020). A study on users' willingness to accept mobility as a service based on UTAUT model. Technological Forecasting and Social Change, 157, 120066. https://doi.org/10.1016/j.techfore.2020.120066 DOI: https://doi.org/10.1016/j.techfore.2020.120066

Zhang, L., Zhu, J., & Liu, Q. (2012). A meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2012.05.008 DOI: https://doi.org/10.1016/j.chb.2012.05.008

Downloads

Published

2023-11-05

How to Cite

Azmadi, A. S. A., Abdul Hamid, M., Hanafiah, M. H., Hariani, D., & Mior Shariffuddin, N. S. (2023). MEASURING TOURIST PREFERENCES AND BEHAVIOR TOWARD SMART TOURISM DESTINATION PLANNING. PLANNING MALAYSIA, 21(30). https://doi.org/10.21837/pm.v21i30.1405