Abstract: Purpose - This study aims to investigate how the informativeness, accessibility, interactivity, personalisation
and security/privacy of a smart technology, as perceived by individuals during their stay at the tourist
destination, contribute to the experience co-creation. Likewise, it examines the potential interrelationships
among the experience co-creation, tourist satisfaction, experience memorability and tourist loyalty.
Design/methodology/approach - Considering Google like the smart technology under investigation, the
data collection was based on quantitative research with 1,000 online surveys sent to a panel from Netquest.
Findings - The results indicate that the informativeness is the characteristic of the technology with the
greatest influence on the experience co-creation. For its part, co-creation positively influences on both the
tourist satisfaction and the experience memorability. Finally, the memorability (direct effect) and satisfaction
(direct and indirect effect) significantly contribute to the loyalty towards the tourist destination.
Originality/value - In contrast to numerous previous studies, which have focused on the role of smart
technologies in the pre-trip stage, this paper provides empirical evidence about the impact of those
technologies on experience formation in tourism. More specifically, it reveals the main antecedents and
consequences of an experience co-creation process currently driven by the technologies and the interactions
with multiple actors or destination stakeholders.
