2408-9346Research result. Business and Service Technologies2408-934610.18413/2408-9346-2022-8-1-0-22685The development of the tourist industry<strong>The role of smart technologies in shaping the experience of visitors to sustainable tourist destinations</strong><strong>The role of smart technologies in shaping the experience of visitors to sustainable tourist destinations</strong>PlatovAlexey VladimirovichPlatovAlexey Vladimirovichaplatov@yandex.ruPetrashElena VadimovnaPetrashElena VadimovnaSilaevaAnna AlexandrovnaSilaevaAnna AlexandrovnaMoscow State University of Sports and Tourism20228100

Currently, the concept of SMART and smart management of tourist destinations are becoming a top priority and a serious challenge. The aim of the study was to determine the impact of smart technologies on the formation of a positive experience of visitors to sustainable smart destinations. Aspects of consumer behavior are considered in the context of the Customer Journey Map model: at the preliminary, active and reflective stage. Three research hypotheses were put forward on the positive impact of smart technologies on shaping the consumer experience of visitors to smart destinations at every stage. On the basis of hypotheses, a research scheme was developed. The proposed model has been empirically tested using quantitative methods. Zaryadye Park in Moscow was selected for research as a smart destination. The empirical phase of the study was an online survey of park visitors. Statistical analysis was used to determine the role of three stages (independent variables) in predicting the impact of smart technology on positive visiting experiences (dependent variable). The results showed that smart technologies influence consumer behavior at all three stages of the &ldquo;customer journey&rdquo;. The strongest influence is manifested at the preliminary and active stages, at the reflexive stage it weakens. This study opens up a new understanding of the impact of smart technologies, its results have theoretical and marketing implications for sustainable smart destination management systems.

Currently, the concept of SMART and smart management of tourist destinations are becoming a top priority and a serious challenge. The aim of the study was to determine the impact of smart technologies on the formation of a positive experience of visitors to sustainable smart destinations. Aspects of consumer behavior are considered in the context of the Customer Journey Map model: at the preliminary, active and reflective stage. Three research hypotheses were put forward on the positive impact of smart technologies on shaping the consumer experience of visitors to smart destinations at every stage. On the basis of hypotheses, a research scheme was developed. The proposed model has been empirically tested using quantitative methods. Zaryadye Park in Moscow was selected for research as a smart destination. The empirical phase of the study was an online survey of park visitors. Statistical analysis was used to determine the role of three stages (independent variables) in predicting the impact of smart technology on positive visiting experiences (dependent variable). The results showed that smart technologies influence consumer behavior at all three stages of the &ldquo;customer journey&rdquo;. The strongest influence is manifested at the preliminary and active stages, at the reflexive stage it weakens. This study opens up a new understanding of the impact of smart technologies, its results have theoretical and marketing implications for sustainable smart destination management systems.

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