Introduction

As a cornerstone of digital transformation, the smartification of tourism plays a pivotal role in achieving sustainable development. This research aims to investigate the function of smart tourism in the sustainable development of rural and nomadic tourism, focusing on three prominent tourism areas in Mazandaran Province (Churt Lake, Badab-Surt Springs, and Soleymantangeh Dam).



Methodology

This applied research was conducted using a descriptive-correlational method. The statistical population consisted of domestic and international tourists. Using purpose random sampling across three time frames (beginning, middle, and end of the week), 430 participants were selected and surveyed using a researcher-made questionnaire. The validity of the instrument was confirmed by expert opinion, and its reliability was verified with a Cronbach’s alpha coefficient exceeding 0.70. Data were analyzed using Pearson correlation coefficient, multiple regression, and path analysis in SPSS software..

Geographical area of research

The research area includes the Churat Lake tourist region, the Badab-e Surt springs, and the Soleiman Tangeh Dam in Sari County.).

Results and discussion

The results indicated that all six components of smart tourism (Information and Communication Technology, smart services, digital marketing, technological innovation, local community participation, and smart environmental management) have a direct and significant relationship with sustainable tourism development. In the regression analysis, three components—“Smart Services in Tourism,” “Digital Marketing and Smart Advertising,” and “Community Participation and Empowerment”—accounted for 52% of the variance in sustainable development (R2=0.52R2=0.52). A novel finding from the path analysis revealed that the remaining three components (Information Technology, Technological Innovation, and Smart Environmental Management), although not directly entering the regression equation, play a significant role in sustainable tourism development indirectly through their impact on the aforementioned components.

Conclusion

Smartification contributes to sustainable development only when, in addition to enhancing technological infrastructures, it also attends to the cultural, social, and managerial dimensions of local communities. Therefore, it is recommended that policymakers and tourism planners provide the necessary conditions for realizing smart and sustainable tourism in rural and nomadic areas through a comprehensive and integrated perspective.