Can smart technologies enhance co-creation and destination perceived authenticity? Culture's moderating effect

When it comes to tourists’ selection of the next destination to visit, among the current trends are the search for authenticity and the search for experiences, and technology plays a key role in satisfying both of these desires. The aim of this research is to better understand, from a cross-cultural perspective, how smart technologies may influence the co-creation of tourism experiences and enhance the perception of authenticity that travelers increasingly look for in a tourist destination. The study seeks to determine the moderating role of the tourist's national culture—in terms of the “uncertainty avoidance” dimension—in the following effects: (a) smart technology use on the consumer's search for destination authenticity; (b) smart technology use on tourism-experience co-creation; and (c) co-creation on destination perceived authenticity. The results suggest that it is important for destinations and suppliers of tourism services to implement smart technologies that enhance co-creation, as these affect the perceived authenticity of the destination visited—a growing contributor to tourist satisfaction.