Pilot Testing and Validation of a Measurement Instrument for Examining Perceived Authenticity, Smart Tourism Technologies Attributes, Memorable Tourism Experiences and Revisit Intentions in Cultural Heritage Destinations in Oman

Abstract

The growing significance of cultural and heritage tourism has underscored the necessity to comprehend the elements that shape visitors’ memorable experiences and influence their behavioral intentions. Despite the revolution of smart tourism technologies and increased interest in obtaining authentic tourism experiences, there is a deficiency of research investigating their role in shaping memorable tourism experiences and emphasis revisiting intentions within cultural and heritage tourism. This study utilizes the Stimulus-Organism-Response (S-O-R) theory to establish and validate a conceptual framework that investigates the interrelations among smart tourism technologies (STTs), perceived authenticity, memorable tourism experiences (MTEs), and revisit. A pilot study was executed to evaluate the reliability and appropriateness of the measurement instruments. Data were gathered using a structured questionnaire distributed to domestic tourists, non-Omani residents, and international tourists who had visited cultural and heritage sites in Oman. A total of 34 valid responses were collected and evaluated with Smart PLS. The results validated the measurement instrument's reliability and indicated favorable opinions of smart tourism technology, perceived authenticity, memorable tourism experiences, and intentions to revisit among participants. No items require deletion, affirming the capability of the measurement scales for the broader scale investigation. The results offer initial validation for the suggested conceptual framework and illustrate the appropriateness of the research instrument for examining the impact of authenticity and smart tourism technologies on tourists' experiences and behavioral intentions. Future research may expand the proposed framework by investigating the moderating effect of technology readiness, the impact of eudaimonic experiences, and destination evangelism as a sophisticated behavioral outcome indicative of tourists' advocacy, recommendations, and promotional behaviors towards a destination.