Smart tourism behavioral intention among young consumers in Malaysia

Smart tourism technologies are increasingly shaping tourism experiences, particularly among young consumers who are digitally proficient. In Malaysia, the Smart Tourism 4.0 initiative highlights the importance of digital transformation; however, young users’ intention to adopt smart tourism technologies does not arise automatically and depends on value-based evaluations. This study examines the mediating role of perceived value in the relationships between perceived usefulness, perceived ease of use, trust in technology, perceived AI competence, and behavioral intention to use smart tourism technologies among Malaysian youth. A quantitative research design was employed, and data were collected via an online questionnaire administered to university students aged 15–30 years across Malaysia using a non-probability convenience sampling technique. A total of 407 valid responses were analyses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that perceived value significantly mediates the relationships between perceived usefulness, trust in technology, perceived AI competence, and behavioral intention. These results highlight the central role of perceived value in driving the adoption of smart tourism technologies among Malaysian youth