Abstract

This study examines the role of smart airport development in enhancing traveler well-being and supporting sustainable tourism in emerging destinations, with a specific focus on Agadir–Al Massira Airport in Morocco. Grounded in the Airport Service Quality (ASQ) framework and the Smart Service Systems (SSS) perspective, the study adopts a qualitative case study approach combining documentary analysis of institutional reports and tourism statistics with structured field observations conducted at the airport between February and March 2026.

The findings reveal significant and sustained growth in passenger traffic at Agadir–Al Massira Airport, confirming the strategic importance of air transport in supporting tourism development in the Souss-Massa region. However, the results also indicate that the digital transformation of airport services remains at an early stage. While certain smart technologies, such as self-service check-in kiosks and automated access gates, are present, they operate as isolated tools rather than as components of an integrated passenger flow management system—a characteristic feature of Stage 1 digitalization.

From an ASQ perspective, operational efficiency and information provision represent the most significant service quality gaps, directly affecting traveler comfort and satisfaction. The SSS perspective further reveals that the core challenge lies not in the absence of technology but in its lack of integration. These findings suggest that targeted investment in system integration and digital service coordination could significantly improve traveler well-being and strengthen the international attractiveness and sustainable tourism competitiveness of Agadir as an emerging destination.

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