The impact of digital transformation on tourist satisfaction in Can Tho city

Abstract

This study assesses the impact of digital transformation on tourist satisfaction in Can Tho City. Utilizing the Stimulus - Organism - Response (S-O-R) framework and the Technology Acceptance Model (TAM), data was collected from 230 tourists who had experienced local digital amenities. Structural Equation Modeling (SEM) was applied to test the hypotheses. The results indicate that perceived ease of use and intention to use technology serve as antecedents promoting tourists' interaction with the digital ecosystem (digital content, digital experience, and digital technology platforms); meanwhile, perceived usefulness only affects the digital experience. Notably, digital content, digital experience, and technology platforms not only have a direct impact but also play a crucial mediating role in enhancing tourist satisfaction, with digital content exerting the strongest influence. These findings provide a practical basis to help management agencies and tourism businesses in Can Tho adjust their strategies: shifting from merely upgrading hardware to focusing on enriching digital content and designing seamless experiential journeys, in order to optimise customer satisfaction.