How are tourists segmented in Europe and the United States using smart technologies?

Abstract

The main aim of this research is to reveal innovative clusters of tourists based on their use of smart technologies when they are planning and/or visiting a destination. A latent class analysis was conducted that considered the information sources used by tourists and their use of smart technologies at a destination. The study included 526 usable responses from tourists who visited or had visited urban destinations in Europe and 525 valid responses from tourists who visited or had visited urban destinations in the United States, resulting in a total sample size of 1,051 respondents. The findings from segmenting tourists in both European and American contexts reveal four primary groups: “Receivers”, “Technophobes”, “Co-creators of experiences” and “Smart tourists”. The body of literature on smart tourism is expanding, reflecting its increasing relevance in academic and practical discussions. Within this broader field, this paper aims to contribute by shedding light on a specific aspect: the segmentation of tourists based on their use of smart technologies. In this context, this study proposes a pioneering model of the tourism literature that aims to assist comprehension of the diverse impacts of smart technologies on tourists, ultimately facilitating the creation of customized services by the business sector that cater to real consumer needs. By exploring this dimension, the study seeks to enhance understanding of how different types of tourists engage with smart technologies and the implications for tourism management and marketing.