Exploring the Value–Self-Efficacy–Well-Being Link in Smart Tourism: The Moderating Effect of Digital Literacy

Abstract

This study examines the value–self-efficacy–well-being pathway in smart tourism, emphasizing the moderating roles of digital literacy. Based on UTAUT2 and consumer value theory, the model investigates how performance expectancy, effort expectancy, habit and price value affect hedonic and utilitarian values, leading to enhanced self-efficacy and well-being. Survey data from 406 users were analyzed using SPSS 27.0 and AMOS 23.0. Results indicate that performance expectancy and price value significantly influence both utilitarian and hedonic values, while effort expectancy is not significant. Both value dimensions positively affect self-efficacy, which in turn enhances psychological well-being. Digital literacy negatively moderates the relationship between self-efficacy and hedonic value, implying that users with lower digital skills gain greater confidence through enjoyable experiences. These findings extend smart tourism research by connecting experiential value to psychological outcomes and emphasizing inclusive, user-centered design for varying digital literacy levels.