An Exploration of Behavioral Intention towards Participation in Sustainable Tourism Activities: A Response to the Coming of Smart Technology

In the face of escalating climate risks, advancing sustainable tourism has become a critical imperative for the global tourism industry. This study addresses this challenge by exploring how smart technologies can enhance tourist engagement with sustainable destinations. Focusing on sport tourism centers as a key sector, this research synthesizes insights from interviews with 63 senior managers to analyze the determinants of visitor participation. It examines the interplay of key constructs—namely, 7P marketing strategy, information technology application, cognitive image, cognitive benefit, and risk perception—in shaping pro-sustainability intentions.The findings reveal a strong managerial consensus that smart technology is a powerful catalyst for sustainable engagement. Specifically, information technology application and perceived cognitive benefits are identified as significant direct drivers of a tourist's intention to participate in sustainable tourism. Furthermore, the study delineates the pathways to these outcomes: a well-executed 7P marketing strategy and effective management of risk perception positively influence cognitive benefits, while both information technology application and risk perception are crucial in shaping a favorable cognitive image.