Smart Tourism Technology Framework: A Gateway to Enhancing Tourists’ Experiences and Psychological Behaviour

Malaysian tourism industry has suffered losses of over RM100 billion due to the COVID-19 outbreak, as China and Singapore cancelled their tours to Malaysia. To counter this, the National Tourism Policy (2020-2030) must focus more on domestic travel and digitalisation to strengthen sustainable tourism and drive economic growth. The aim of the study is to investigate the determinants that contribute to smart tourism technologies and propose a framework that can create new revenue streams. Personalisation and digital experience should be prioritised to attract tourists and achieve Malaysia’s goal as a top Mind Ecotourism Destination of the World. The research employs a 400 self-administered survey for data collection from generations X and Y who are travellers by applying purposive sampling and PLS-SEM methods. Malacca, Negeri Sembilan, Perak and Penang are the focus group areas. The study is crucial to meet Budget 2022, KEGA 15, and SDGs 8, 12, 14, and 15, which aim to revitalise the tourism sector and improve economic growth. Tourists employ technology for attaining information on the infrastructure of the desired target destination.