Smart Tourism Technologies’ Ambidexterity: Balancing Tourist’s Worries and Novelty Seeking for Travel Satisfaction

Tourists deal with two intrinsic, uncertainty-driven attributes of travel, tourist worries and novelty seeking, that simultaneously affect their transaction and travel experience satisfaction. Rapid technological advances coupled with uncertainties caused by momentous events such as COVID-19 highlight the increasing significance of smart technologies in the tourism industry. This study explores the relationships between novelty and worries and travel satisfaction, as well as examines how tourists enhance their quality of trips with the use of smart tourism technologies. We find the tourists' novelty seeking would enhance the trip experience, leading to overall travel satisfaction. In contrast, tourist worries, particularly in trip planning, would negatively affect tourists' transaction satisfaction, which in turn impacts the overall travel experience satisfaction. As a moderator in its ambidextrous role, smart tourism technologies help tourists to develop a sense of novelty when planning and visiting a destination and mitigate the worries emanated from the uncertainty of transaction made during the pre-trip planning. Insights and implications of such findings are discussed for both theory and practice.

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