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Factors affecting customer experience, attitude, and repurchase intention on smart tourism applications

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  • Zuleyhan Baran
  • Sukran Karaca

Abstract

The tourism sector has been experiencing continuous growth and development over the years due to new technologies and service delivery methods. In order to introduce innovations in the provided services, there is a growing need for new opportunities, which has led to the increasing popularity of smart tourism applications in recent years. In this context, the aim 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, and repeat purchase intention. The sample of the study consisted of 591 individuals who had previously conducted online shopping and vacation planning through digital technology systems. Confirmatory factor analysis and path analysis were conducted using the AMOS programme for data analysis. The results of the analyses revealed that augmented reality applications had a positive impact on customer experience, attitude, and repeat purchase intention, while interactive voice response systems and chatbot services had a positive impact on customer attitude. However, virtual reality applications were found to have no significant effect on customer experience, attitude, and repeat purchase intention. Based on the findings, various recommendations were provided to tourism businesses.

Suggested Citation

  • Zuleyhan Baran & Sukran Karaca, 2026. "Factors affecting customer experience, attitude, and repurchase intention on smart tourism applications," Current Issues in Tourism, Taylor & Francis Journals, vol. 29(5), pages 902-920, March.
    • Handle: RePEc:taf:rcitxx:v:29:y:2026:i:5:p:902-920
    DOI: 10.1080/13683500.2024.2440809
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