RT journal article
T1 The role of technological and sustainable innovation in enhancing tourist happiness: a comparison between Blue and Green Tourism
A1 Leal-Solis, Ana
A1 Robina-Ramíre, Rafael
A1 Ravina Ripoll, Rafael
A1 Medina-Merodio, José Amelio
A2 Organización de Empresas
K1 Tourist happiness
K1 Blue Tourism
K1 rural tourism
K1 technological innovation
K1 sustainable technologies
K1 environmental impact
AB This study explores the relationship between technologicalinnovation in Blue and Green Tourism and its impact on touristhappiness. no existing research directly compares these two formsof tourism. The focus is on how Green Tourism relates to ruralareas. Blue Tourism, which involves marine ecosystems, has rapidlyadopted sustainable technologies due to environmental urgency.Through a comparative analysis, the study illustrates how theseinnovations protect marine ecosystems and enhance touristwellbeing by offering more sustainable and fulfilling experiences.The study presents partial mediation, where tourism innovationinfluences happiness both directly and indirectly throughenvironmental and experiential factors. It also shows moderation,meaning the strength of this relationship changes depending onlevels of environmental performance, innovation, and natureexperience – highlighting that context affects how innovationimpacts tourist happiness. The methodology combines qualitativecase study analysis with a comprehensive literature review,contrasting both types of tourism. Data were processed usingSmart PLS version 4.13. The findings reveal that while GreenTourism also incorporates sustainable technologies, it does so on asmaller scale, with its wellbeing benefits more closely linked todisconnection and immersion in nature. In contrast, Blue Tourism’shigher visibility and pressing environmental concerns drive fastertechnological adoption, providing an experience that fosters astronger sense of environmental responsibility and connection.This research offers theoretical contributions to the sustainabilityand technology discourse and provides practical suggestions forenhancing tourist wellbeing in both sectors.
PB Taylor & Francis
SN 1174-5398
YR 2025
FD 2025-10-29
LK http://hdl.handle.net/10498/37747
UL http://hdl.handle.net/10498/37747
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 09-nov-2026