Smart tourism, as an innovative approach to sustainable rural development, has the potential to enhance tourist experiences while strengthening economic, cultural, and environmental capacities. However, in many rural areas, the level of smart tourism development remains limited and requires precise planning. This study aimed to identify and analyze the indicators of smart tourism and the factors influencing its improvement in rural regions of Iran. The research employed a descriptive–analytical and applied methodology. Data were collected through fieldwork using a researcher-designed questionnaire, distributed among 59 tourism experts. The reliability of the questionnaire was confirmed with a Cronbach’s alpha coefficient of 0.801. Data analysis was conducted using SPSS software, employing binomial tests, factor analysis, and regression analysis. The findings revealed that the current state of smart tourism in rural areas is weak and requires improvement (overall mean of indicators = 2.038). Based on factor analysis, fourteen influencing variables were categorized into four major groups: technological and digital infrastructure (42.95%), institutional and managerial support (22.12%), capacity-building and skills development (12.54%), and media, marketing, and communication (8.65%). Regression results further confirmed that these four factors together predict 57.2% of the variance in the dependent variable (smart tourism). Among them, media, marketing, and communication had the greatest impact (β = 0.597). Overall, the findings emphasize that strengthening digital infrastructure, enhancing local community training and empowerment, and leveraging digital media and marketing are key strategies for promoting smart tourism in rural areas, thereby fostering sustainable growth and improving tourist experiences.