The role of technological and sustainable innovation in enhancing tourist happiness: a comparison between Blue and Green Tourism

This study explores the relationship between technological
innovation in Blue and Green Tourism and its impact on tourist
happiness. no existing research directly compares these two forms
of tourism. The focus is on how Green Tourism relates to rural
areas. Blue Tourism, which involves marine ecosystems, has rapidly
adopted sustainable technologies due to environmental urgency.
Through a comparative analysis, the study illustrates how these
innovations protect marine ecosystems and enhance tourist
wellbeing by offering more sustainable and fulfilling experiences.
The study presents partial mediation, where tourism innovation
influences happiness both directly and indirectly through
environmental and experiential factors. It also shows moderation,
meaning the strength of this relationship changes depending on
levels of environmental performance, innovation, and nature
experience – highlighting that context affects how innovation
impacts tourist happiness. The methodology combines qualitative
case study analysis with a comprehensive literature review,
contrasting both types of tourism. Data were processed using
Smart PLS version 4.13. The findings reveal that while Green
Tourism also incorporates sustainable technologies, it does so on a
smaller scale, with its wellbeing benefits more closely linked to
disconnection and immersion in nature. In contrast, Blue Tourism’s
higher visibility and pressing environmental concerns drive faster
technological adoption, providing an experience that fosters a
stronger sense of environmental responsibility and connection.
This research offers theoretical contributions to the sustainability
and technology discourse and provides practical suggestions for
enhancing tourist wellbeing in both sectors.