Impact of smart tourism technology on tourists' subjective well-being: An extended TRAM approach using structural equation modeling and random forest analysis

Recent technological advancements have rapidly reshaped the tourism landscape, leading to an increased focus on smart tourism research and the development of global smart tourism policies. However, existing literature predominantly addresses technological and economic aspects from suppliers' perspectives, often overlooking tourists' experiences. This study adopts the 'extended TRAM model' and empirically explores key factors influencing a smart tourism environment for tourists and their impact on happiness perception. By surveying 420 domestic tourists using smart tourism technology, the analysis employs structural equation modeling and random forest analysis. The results reveal that all five technological readiness variables, except innovativeness, significantly affect tourists' perceptions of the technology's usefulness in simplifying their travel. Similarly, all variables, with the exception of optimism, notably impact the perceived ease of use, indicating the level of difficulty tourists face when employing the technology. Although perceived ease of use and perceived usefulness are not directly related, both demonstrate a positive association with subjective well-being. The random forest analysis underscores the importance of perceived usefulness and enjoyment in enhancing tourists' subjective well-being through smart tourism technology. These findings illuminate essential tourist needs and provide practical insights for marketing strategies in smart tourism technology.