Digital tourism experience for tourist site revisit: an empirical view from Ghana

Abstract

Purpose: Digital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging market perspective. Design/methodology/approach: Anchored on the social cognitive theory, the study employed a quantitative method, using the convenience sampling to select 328 participants who responded to tourism and technology sharing items through an online questionnaire. The study's hypotheses were tested utilizing structural equation modelling. Findings: The results suggest a significant influence of technology-based service innovativeness on service value, tourist site revisits and experience sharing through technology. Further, the findings also revealed the significant influence of service value on tourist site revisit and experience-sharing through technology. Research limitations/implications: This study was conducted with only clients or tourists, and this limits generalization of the study's findings. Practical implications: The study offers the understanding of how tourist site operators and all stakeholders have to deploy new ways of technology-based service innovation to get maximum return on their investment in the hospitality industry. Originality/value: The outcome of this research advanced the linkage between technology and tourism in context, which is important to policymakers and practitioners in the sector. � 2022, Emerald Publishing Limited.