Evaluating Smart Tourism Maturity in Indonesia: Integrating User Experience with COBIT Governance

Abstract

This study investigates the maturity level of IT governance within the smart tourism ecosystem by integrating user-centric Smart Tourism Technology variables with the COBIT 2019 framework. The research addresses the limited visibility into how IT governance domains support service accessibility, information flow, interactivity, personalization, security, memorable experience, and satisfaction. The objective of this study is to quantitatively assess the maturity levels of the APO, DSS, and EDM domains and evaluate the influence of Smart Tourism Technology dimensions on IT governance maturity. A quantitative survey approach was employed, supported by statistical analysis, maturity level assessment, and structural model evaluation based on the COBIT 2019 framework. The assessment results indicate that all three domains have reached Level 4 (Managed and Measurable), with APO scoring 4.1248, DSS 4.0557, and EDM 4.0199. These findings suggest that IT governance processes are structured, standardized, consistently implemented, and effectively monitored, although further improvement is still needed to achieve an optimized level. Structural model analysis further reveals that only Memorable Experience and Security have significant positive effects on IT governance maturity, while other dimensions do not show statistically significant relationships. Overall, the study highlights that the smart tourism ecosystem demonstrates strong IT governance performance across the evaluated domains, providing a solid foundation for reliable, user-oriented digital services and future governance improvement.