University of Oulu

Torabi Z-A, Pourtaheri M, Hall CM, Sharifi A, Javidi F. Smart Tourism Technologies, Revisit Intention, and Word-of-Mouth in Emerging and Smart Rural Destinations. Sustainability. 2023; 15(14):10911.

Smart tourism technologies, revisit intention, and word-of-mouth in emerging and smart rural destinations

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Author: Torabi, Zabih-Allah1; Pourtaheri, Mehdi1; Hall, Colin Michael2,3,4,5,6;
Organizations: 1Department of Geography and Rural Planning, Tarbiat Modares University, Tehran 1411713116, Iran
2Department of Management, Marketing, and Tourism, University of Canterbury, Christchurch 8140, New Zealand
3Geography Research Unit, University of Oulu, 90014 Oulu, Finland
4Department of Service Management and Service Studies, Lund University, 22100 Lund, Sweden
5School of Business and Economics, Linnaeus University, 35195 Växjö, Sweden
6The College of Hotel & Tourism Management, Kyung Hee University, Seoul 02447, Republic of Korea
7The IDEC Institute, Hiroshima University, Hiroshima 734-8553, Japan
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
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Language: English
Published: Multidisciplinary Digital Publishing Institute, 2023
Publish Date: 2023-10-11


This study examines the influence of the various attributes of smart tourism technologies (STTs) on tourists’ intentions to revisit locations and engage in word-of-mouth (WOM) activities regarding emerging and smart rural tourist destinations in Iran. A sample of 590 tourists who visited these destinations following the COVID-19 pandemic participated in the study. The findings reveal that three attributes of STTs, namely, informativeness, accessibility, and interactivity, positively contribute to tourists’ memorable experiences (ME). Furthermore, ME, satisfaction, and the willingness to engage in WOM recommendations are identified as predictors of tourists’ intention to revisit rural destinations. The study also reveals that user competence serves as a mediator between the attributes of STTs (informativeness, accessibility, and interactivity) and the tourists’ ME. Specifically, tourists with greater skills and knowledge of using STTs tend to have more memorable experiences in these emerging and smart rural destinations. The study discusses both the theoretical and practical implications of these findings.

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Series: Sustainability
ISSN: 2071-1050
ISSN-E: 2071-1050
ISSN-L: 2071-1050
Volume: 15
Issue: 14
Article number: 10911
DOI: 10.3390/su151410911
Type of Publication: A1 Journal article – refereed
Field of Science: 519 Social and economic geography
Copyright information: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (