Smart tourism technologies (STTs) have dramatically changed the travel experience since they can provide customized services on demand. STT customization relies on massive amounts of data collected from users, which has raised privacy concerns among travelers. STT's potential to contribute to tourism sustainability is constrained when users’ privacy concerns inhibit their use of the technology. Drawing on protection motivation theory (PMT), this study examines the antecedents and consequences of travelers’ privacy concerns and protection intentions as well as the role of trust in STT service providers in mitigating threats and coping appraisals. Quantitative data from 550 travelers to major destinations in China with well-established STT implementation were analyzed using structural equation modeling. Findings confirm the significant impact of perceived susceptibility to data breaches on privacy concerns and the impact of perceived severity of privacy threats and coping self-efficacy on protection intentions. Trust in STT providers significantly reduced perceived susceptibility and enhanced coping appraisal. Furthermore, privacy concerns and protection intentions significantly influenced traveler satisfaction and destination loyalty, mediated by satisfaction. Implications are given for empowering travelers and building trust in STT providers. Future research should incorporate privacy concerns as a key factor limiting the potential of STTs to support sustainable tourism.
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