Can smart technologies enhance co-creation and destination perceived authenticity? Culture’s moderating effect Sabiote Ortiz, Carmen María Coves-Martínez, Ángel L. Peco Torres, Francisco Frías Jamilena, Dolores María smart tourism technology co-creation destination perceived authenticity uncertainty avoidance When it comes to tourists’ selection of the next destination to visit, among the current trends are the search for authenticity and the search for experiences, and technology plays a key role in satisfying both of these desires. The aim of this research is to better understand, from a cross-cultural perspective, how smart technologies may influence the co-creation of tourism experiences and enhance the perception of authenticity that travelers increasingly look for in a tourist destination. The study seeks to determine the moderating role of the tourist’s national culture—in terms of the “uncertainty avoidance” dimension—in the following effects: (a) smart technology use on the consumer’s search for destination authenticity; (b) smart technology use on tourism-experience co-creation; and (c) co-creation on destination perceived authenticity. The results suggest that it is important for destinations and suppliers of tourism services to implement smart technologies that enhance co-creation, as these affect the perceived authenticity of the destination visited—a growing contributor to tourist satisfaction. 2025-01-29T08:48:10Z 2025-01-29T08:48:10Z 205 journal article https://hdl.handle.net/10481/100892 DOI: 10.1177/13567667241307393 eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 Internacional Sage