SMART TOURISM TECHNOLOGY AND REVISIT INTENTION: A PUSH–PULL MOTIVATION PERSPECTIVE WITH EVIDENCE FROM THE EASTERN COASTAL REGION OF THE MEKONG DELTA, VIETNAM

This study examines the impact of smart tourism technologies (STTs) on tourists’ revisit intention within the Stimulus–Organism–Response (SOR) framework, where travel motivations (push and pull) and experience quality represent internal psychological states, and revisit intention reflects the behavioral response. Data were collected from 600 domestic tourists visiting coastal destinations in the eastern coastal region of the Mekong Delta and analyzed using structural equation modeling. The findings indicate that STTs have a positive and significant effect on both push and pull motivations, which in turn enhance perceived experience quality and subsequently lead to stronger revisit intention. Moreover, the results support a sequential mediation mechanism, suggesting that the influence of STTs on behavioral intention is largely transmitted through motivational and experiential processes. By integrating the push–pull motivation framework into the SOR model, this study provides a more comprehensive understanding of how technological factors shape tourist behavior. The findings also offer practical implications for destination managers and policymakers in designing smart tourism strategies that enhance visitor experiences and promote repeat visitation.