Author(s): Pannee Suanpang, Titiya Netwong, Thinnagorn Chunhapataragul
Smart Tourism Destinations (STD) are becoming significantly important for providing personalized tourism products and hospitality services via a digital platform to enhance a highvalue experience and gain a competitive advantage for business. The objective of this study is to study the impact of smart tourism destinations that affect the revisit intentions during the COVID 19 pandemic in Thailand. Data was collected from 498 samples and a Structural Equation Model (SEM) was adopted. The findings supported the revisiting behavioral intention model which indicated that the overall satisfaction of tourist is reflected in the use of STD. The results found that the use of STD, travel experience, satisfaction, and revisiting intention are positively significant. The perceptions of smart tourism on revisiting intentions are significant. A significant relationship was observed between STD indirectly affecting travel experience (0.954), travel experience directly affecting satisfaction (0.870), satisfaction directly affecting revisiting intention (0.731), travel experience directly affecting revisiting intention (0.281) and finally, travel experience in-directed (0.248). The Relative Chi-square (χ2/df) of 1.247 indicates that the model is suitable. The Comparative Fit Index (CFI) is 0.997, the Goodness Fit Index (GFI) is 0.956 and the model based on the research hypothesis is consistent with the empirical data. The Root Mean Square Error of Approximation (RMSEA) is 0.032.