Akademik Veri Yönetim Sistemi
CURRENT ISSUES IN TOURISM, cilt.1, sa.1, ss.1-19, 2024 (SSCI)
The tourism sector has been experiencing continuous growth anddevelopment over the years due to new technologies and service deliverymethods. In order to introduce innovations in the provided services, thereis a growing need for new opportunities, which has led to the increasingpopularity of smart tourism applications in recent years. In this context, theaim of this study is to examine the impact of smart tourism applications(such as digital assistants, chatbots, interactive voice response systems,augmented reality, virtual reality) on customer experience, attitude, andrepeat purchase intention. The sample of the study consisted of 591individuals who had previously conducted online shopping and vacationplanning through digital technology systems. Confirmatory factor analysisand path analysis were conducted using the AMOS programme for dataanalysis. The results of the analyses revealed that augmented realityapplications had a positive impact on customer experience, attitude, andrepeat purchase intention, while interactive voice response systems andchatbot services had a positive impact on customer attitude. However,virtual reality applications were found to have no significant effect oncustomer experience, attitude, and repeat purchase intention. Based onthe findings, various recommendations were provided to tourism businesses.