نوع مقاله : مقاله پژوهشی
نویسندگان
گروه گردشگری، دانشکده علوم انسانی و علوم اجتماعی، دانشگاه مازندران، بابلسر، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
This study aimed to explain the effect of tourists’ digital capabilities, including access to information and communication technology and digital literacy, on destination image through the mediating role of tourism experience quality. The study is applied in purpose and descriptive-correlational and survey-based in method. The statistical population comprised tourists visiting the cultural landscape of Meymand, from whom 463 valid questionnaires were collected using convenience sampling. Data were analyzed through structural equation modeling using the partial least squares approach in SmartPLS. The findings showed that access to technology and digital literacy have positive and significant effects on tourism experience quality, and that experience quality also enhances destination image. However, the direct effect of technology access on destination image was not significant, while the direct effect of digital literacy was negative and significant. Thus, digital capabilities improve destination image only when they enhance tourists’ experiences.
کلیدواژهها English
