Abstract: This research examines the factors influencing the adoption of a smart destination model by tourism companies, adopting an ecosystem approach. The focus on tourism companies is a relevant contribution, as they are key stakeholders for the development and implementation of a smart destination model in a region. Based on the Technology-Organisation-Environment Framework (TOE) and the Technology Acceptance Model (TAM), this study proposes that support for the development of a smart destination project in the region and the intention to join it is influenced by technological, organisational and environmental factors. In particular, the results obtained from a sample of 140 tourism companies in a Spanish region show that the intention to join a smart destination project in the territory is directly influenced by the perceived usefulness and ease of adoption (technological factors). Whereas general support for the development of the smart project is influenced by a commitment to local development (organisational factor). Finally, the perceived usefulness of the smart destination model is influenced by technological (perceived ease of adoption and specific benefits) and environmental factors (competitive pressure).

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