Is Smart Scary or Useful? Privacy Calculus in Smart Tourism Technology

ABSTRACT Smart tourism technologies (STTs) have become a critical part of the travel journey, but it remains unclear how individuals decide to use them based on the risks (e.g., privacy concerns) and benefits associated with their use (e.g., perceived usefulness). Thus, the current study investigates the privacy calculus of STTs by integrating the technology acceptance model (TAM) and protection motivation theory (PMT). It examines how tourists balance STT benefits against privacy risks. Using partial least squares structural equation modeling (PLS‐SEM), data was analyzed from 550 visitors to China who used STTs during their trip. Results show that perceived usefulness and ease of use influence positive attitudes toward STTs, enhancing tourist satisfaction and revisit intentions. However, privacy concerns, as posited by PMT, do not significantly affect satisfaction or revisit intentions, highlighting the privacy paradox. These findings extend TAM and PMT to smart tourism, offering insights for practitioners to prioritize user‐friendly STT designs.