Smart tourism and its impact on the quality of tourism service: an analytical exploratory study of a sample of tourists in the Holy Najaf Governorate.

Abstract

The current research aims to identify smart tourism and its impact on the quality of tourism service for a group of tourists in the Najaf Governorate. The researchers relied on the independent variable embodied in smart tourism in its four dimensions (sustainability, accessibility, technology, innovation), and the quality of tourism services in the dependent variable in its five dimensions ( Dependability, tangibility, responsiveness, safety, empathy).The researchers used the method of random sampling of tourists in the Al-Najaf Governorate. The number of questionnaires distributed to (105) tourists and retrieved (98) tourists. (3) invalid questionnaires were excluded from the statistical analysis, and (95) questionnaires that were subjected to statistical analysis. The researchers also relied on the program (SPSS V.21) and the program (Smartpls.3.2.9) in the statistical analysis, and the research reached the most important conclusion that there is a clear impact of smart tourism in building the quality of tourism service, which shows the possibility of investing the dimensions of smart tourism in enhancing the quality of tourism service. By employing these dimensions.