1.
Anjan Bharali
– Research Scholar, Dibrugarh University, Dibrugarh, Assam, India.
2.
Bipasha Chetiya Barua
– Associate Professor, Department of Commerce, Dibrugarh University, Dibrugarh, Assam, India.
Abstract
This study explores how Marketing Technology (MarTech) and smart tourism tools influence visitor experiences in eco-tourism destinations, with specific reference to Kaziranga National Park in Assam. In the post-pandemic period, tourists increasingly depend on digital platforms for trip planning, navigation, and sharing experiences. Using primary data collected from 130 domestic tourists through a structured questionnaire, the study examines the role of digital technologies across the pre-visit, on-site, and post-visit stages of travel. The findings indicate that exposure to MarTech significantly shapes destination choice and encourages tourists to engage with smart tourism tools. The use of digital technologies during the visit has a strong positive effect on tourist satisfaction, which fully mediates the relationship between technology usage and revisit intention. Although the adoption of park-specific mobile applications remains limited, platforms such as social media, online videos, and search engines play a crucial role in promoting rural eco-tourism destinations. The study offers practical insights for destination managers and policymakers on integrating digital technologies in a way that enhances visitor experience while supporting sustainability goals in protected areas.
Keywords MarTech, Smart Tourism, Eco-Tourism, Digital Marketing, Tourist Satisfaction, Kaziranga National Park