Smart Tourism Technology Attributes and Behavioral Intentions of Tourists Among the Resorts in Batangas Province: Basis of an Action Plan

Abstract

This study examined the relationship between smart tourism technology (STT) attributes and tourist behavioral intentions in resorts across Batangas Province. Employing a descriptive correlational design, the study aimed to explore how informativeness, accessibility, interactivity, and personalization of STT influence tourists’ decisions to revisit, recommend, and show loyalty toward resorts. A structured questionnaire adapted from validated instruments was administered to 384 tourists who recently experienced smart technologies in Batangas resorts. The sample was carefully selected using random sampling to ensure representativeness. Data collection prioritized ethical considerations, including securing approvals and informed consent, and involved pilot testing to enhance instrument validity and reliability. Findings revealed that respondents were predominantly female, mostly adults, and married, indicating a diverse demographic profile. Tourists strongly agreed that the accessibility and informativeness of STT significantly enhanced their travel experience. Positive behavioral intentions were evident, particularly in revisit intentions and word-of-mouth recommendations, although willingness to pay more was less pronounced. Statistical analysis confirmed a significant positive relationship between STT attributes and behavioral intentions, suggesting that enhanced digital features foster greater tourist engagement and loyalty. Based on these results, the study proposes an action plan to improve STT implementation in Batangas resorts, emphasizing tailored strategies that reflect the needs of the main demographic groups. The findings contribute valuable insights to the growing field of smart tourism, highlighting the potential of digital innovations to enhance destination competitiveness and tourist satisfaction in emerging resort markets. Future research may explore additional factors, such as security, digital literacy, and social media influence, to deepen understanding of tourist behavior in smart tourism contexts.