Demographic influences on digital service perceptions and satisfaction at World Heritage Sites in Chinese coastal cities: An empirical analysis

Yuan Zhang, Arpad Papp-Vary, Zoltán Szabó

Article ID: 8604
Vol 8, Issue 11, 2024

VIEWS - 47 (Abstract) 31 (PDF)

Abstract


This study investigates how digital transformation influences visitor satisfaction at 12 World Heritage Sites (WHS) across eight coastal provinces in Eastern and Southern China. Utilizing 402 valid survey responses, it explores the impact of demographic factors—education, age, and income—on visitors’ perceptions of digital services, particularly focusing on usability, quality, and overall experience. The findings reveal that younger, higher-income, and STEM-educated visitors express significantly higher satisfaction with digital services, while older, lower-income visitors report lower levels of engagement and satisfaction. This research highlights the need for tailored digital strategies that cater to diverse demographic groups, ensuring the balance between technological innovation and the preservation of cultural authenticity at heritage sites. The originality of this study lies in its focus on non-Western contexts, particularly China’s rapidly developing coastal regions, which have been largely overlooked in the global discourse on digital tourism. By applying established theoretical frameworks—such as the Technology Acceptance Model (TAM) and Expectation-Confirmation Theory (ECT)—to a non-Western setting, this research fills a crucial gap in the literature. The insights provided offer actionable recommendations for heritage site managers to enhance visitor engagement, adapt digital services to demographic variations, and promote sustainable tourism development.


Keywords


digital transformation; visitor satisfaction; World Heritage Sites; demographic analysis; tourism management

Full Text:

PDF


References


Aldoseri, A., Al-Khalifa, K., & Hamouda, A. (2023). A Roadmap for Integrating Automation with Process Optimization for AI-powered Digital Transformation. Preprints, 2023101055. https://doi.org/10.20944/preprints202310.1055.v1

Balakrishnan, J., Dwivedi, Y. K., Malik, F. T., et al. (2021). Role of smart tourism technology in heritage tourism development. Journal of Sustainable Tourism, 31(11), 2506–2525. https://doi.org/10.1080/09669582.2021.1995398

Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351. https://doi.org/10.2307/3250921

Bilgili, B., & Koc, E. (2021). Digital transformation in tourism. In: Emerging Transformations in Tourism and Hospitality. Routledge. pp. 53–65. https://doi.org/10.4324/9781003105930-5

Boes, K., Buhalis, D., & Inversini, A. (2016). Smart tourism destinations: ecosystems for tourism destination competitiveness. International Journal of Tourism Cities, 2(2), 108–124. https://doi.org/10.1108/ijtc-12-2015-0032

Buhalis, D., & Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563–582. https://doi.org/10.1080/10548408.2019.1592059

Cameron, F. R. (2021). The Future of Digital Data, Heritage and Curation. Routledge. https://doi.org/10.4324/9781003149606

Ch’ng, E., Cai, S., Feng, P., et al. (2023). Social Augmented Reality: Communicating via Cultural Heritage. Journal on Computing and Cultural Heritage, 16(2), 1–26. https://doi.org/10.1145/3582266

Chen, Z., Chan, I. C. C., Mehraliyev, F., et al. (2021). Typology of people–process–technology framework in refining smart tourism from the perspective of tourism academic experts. Tourism Recreation Research, 49(1), 105–117. https://doi.org/10.1080/02508281.2021.1969114

Citaristi, I. (2022). United Nations Educational, Scientific and Cultural Organization—UNESCO. The Europa Directory of International Organizations. pp. 369–375. https://doi.org/10.4324/9781003292548-76

Cranmer, E. E., tom Dieck, M. C., & Jung, T. (2023). The role of augmented reality for sustainable development: Evidence from cultural heritage tourism. Tourism Management Perspectives, 49, 101196. https://doi.org/10.1016/j.tmp.2023.101196

Cuccia, T., Guccio, C., & Rizzo, I. (2016). The effects of UNESCO World Heritage List inscription on tourism destinations performance in Italian regions. Economic Modelling, 53, 494–508. https://doi.org/10.1016/j.econmod.2015.10.049

Cuomo, M. T., Tortora, D., Foroudi, P., et al. (2021). Digital transformation and tourist experience co-design: Big social data for planning cultural tourism. Technological Forecasting and Social Change, 162, 120345. https://doi.org/10.1016/j.techfore.2020.120345

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008

Doborjeh, Z., Hemmington, N., Doborjeh, M., et al. (2021). Artificial intelligence: a systematic review of methods and applications in hospitality and tourism. International Journal of Contemporary Hospitality Management, 34(3), 1154–1176. https://doi.org/10.1108/ijchm-06-2021-0767

El Archi, Y., Benbba, B., Kabil, M., et al. (2023). Digital Technologies for Sustainable Tourism Destinations: State of the Art and Research Agenda. Administrative Sciences, 13(8), 184. https://doi.org/10.3390/admsci13080184

Elshaer, A. M., & Marzouk, A. M. (2022). Memorable tourist experiences: the role of smart tourism technologies and hotel innovations. Tourism Recreation Research, 49(3), 445–457. https://doi.org/10.1080/02508281.2022.2027203

Filipiak, B. Z., Dylewski, M., & Kalinowski, M. (2020). Economic development trends in the EU tourism industry. Towards the digitalization process and sustainability. Quality & Quantity, 57(S3), 321–346. https://doi.org/10.1007/s11135-020-01056-9

Fisu, A. A., Syabri, I., & Andani, I. G. A. (2024). How do young people move around in urban spaces?: Exploring trip patterns of generation-Z in urban areas by examining travel histories on Google Maps Timeline. Travel Behaviour and Society, 34, 100686. https://doi.org/10.1016/j.tbs.2023.100686

Genc, V., & Gulertekin Genc, S. (2022). The effect of perceived authenticity in cultural heritage sites on tourist satisfaction: the moderating role of aesthetic experience. Journal of Hospitality and Tourism Insights, 6(2), 530–548. https://doi.org/10.1108/jhti-08-2021-0218

Giglitto, D., Ciolfi, L., Lockley, E., et al. (2023). Digital Approaches to Inclusion and Participation in Cultural Heritage. Routledge. https://doi.org/10.4324/9781003277606

Gursoy, D., Malodia, S., & Dhir, A. (2022). The metaverse in the hospitality and tourism industry: An overview of current trends and future research directions. Journal of Hospitality Marketing & Management, 31(5), 527–534. https://doi.org/10.1080/19368623.2022.2072504

Ivanov, S., & Webster, C. (2019). Robots in tourism: A research agenda for tourism economics. Tourism Economics, 26(7), 1065–1085. https://doi.org/10.1177/1354816619879583

Khalil, S., Kallmuenzer, A., & Kraus, S. (2023). Visiting museums via augmented reality: an experience fast-tracking the digital transformation of the tourism industry. European Journal of Innovation Management, 27(6), 2084–2100. https://doi.org/10.1108/ejim-09-2022-0479

Kumar, S., Kumar, V., Kumari Bhatt, I., et al. (2023). Digital transformation in tourism sector: trends and future perspectives from a bibliometric-content analysis. Journal of Hospitality and Tourism Insights, 7(3), 1553–1576. https://doi.org/10.1108/jhti-10-2022-0472

Langley, D. J. (2022). Digital Product-Service Systems: The Role of Data in the Transition to Servitization Business Models. Sustainability, 14(3), 1303. https://doi.org/10.3390/su14031303

Li, N., Liu, Z., & Zhang, X. (2022). A study on the impact of dynamic visitor demand on the digital transformation of enterprises-Considerations based on the regional innovation environment and the level of big data. Sustainability, 15(1), 261.

Li, S., & Jiang, S. (2023). The Technology Acceptance on AR Memorable Tourism Experience—The Empirical Evidence from China. Sustainability, 15(18), 13349. https://doi.org/10.3390/su151813349

Liberati, A. (2009). The PRISMA Statement for Reporting Systematic Reviews and Meta-Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration. Annals of Internal Medicine, 151(4). https://doi.org/10.7326/0003-4819-151-4-200908180-00136

Liu, M., Li, C., Wang, S., et al. (2023). Digital transformation, risk-taking, and innovation: Evidence from data on listed enterprises in China. Journal of Innovation & Knowledge, 8(1), 100332. https://doi.org/10.1016/j.jik.2023.100332

Liu, Y. (2020). Evaluating visitor experience of digital interpretation and presentation technologies at cultural heritage sites: a case study of the old town, Zuoying. Built Heritage, 4(1). https://doi.org/10.1186/s43238-020-00016-4

Loureiro, S. M. C., & Nascimento, J. (2021). Shaping a view on the influence of technologies on sustainable tourism. Sustainability, 13(22), 12691.

Luo, S., Yimamu, N., Li, Y., et al. (2022). Digitalization and sustainable development: How could digital economy development improve green innovation in China? Business Strategy and the Environment, 32(4), 1847–1871. https://doi.org/10.1002/bse.3223

Madzík, P., Falát, L., Copuš, L., et al. (2023). Digital transformation in tourism: bibliometric literature review based on machine learning approach. European Journal of Innovation Management, 26(7), 177–205. https://doi.org/10.1108/ejim-09-2022-0531

Mariani, M. M., Borghi, M., & Laker, B. (2023). Do submission devices influence online review ratings differently across different types of platforms? A big data analysis. Technological Forecasting and Social Change, 189, 122296. https://doi.org/10.1016/j.techfore.2022.122296

Mariani, M., & Baggio, R. (2021). Big data and analytics in hospitality and tourism: a systematic literature review. International Journal of Contemporary Hospitality Management, 34(1), 231–278. https://doi.org/10.1108/ijchm-03-2021-0301

Mariani, M., Di Fatta, G., & Di Felice, M. (2019). Understanding Customer Satisfaction with Services by Leveraging Big Data: The Role of Services Attributes and Consumers’ Cultural Background. IEEE Access, 7, 8195–8208. https://doi.org/10.1109/access.2018.2887300

Martos, J. A., & Szabó, Z. (2023). Sustainability Transition: Challenges and Innovative Solutions-International Scientific Conference on the Occasion of the Hungarian Science Day: programme booklet and abstracts (Hungarian). Soproni Egyetem Kiadó. p. 65.

McNeish, D. (2018). Thanks coefficient alpha, we’ll take it from here. Psychological Methods, 23(3), 412–433. https://doi.org/10.1037/met0000144

Nam, K., Dutt, C. S., & Baker, J. (2022). Authenticity in Objects and Activities: Determinants of Satisfaction with Virtual Reality Experiences of Heritage and Non-Heritage Tourism Sites. Information Systems Frontiers, 25(3), 1219–1237. https://doi.org/10.1007/s10796-022-10286-1

Oka, I. M. D., & Subadra, I. N. (2024). Digital marketing for sustainable tourism village in Bali: A mixed methods study. Journal of Infrastructure, Policy and Development, 8(7), 3726. https://doi.org/10.24294/jipd.v8i7.3726

Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405

Olya, H. G. T. (2020). Towards advancing theory and methods on tourism development from residents’ perspectives: Developing a framework on the pathway to impact. Journal of Sustainable Tourism, 31(2), 329–349. https://doi.org/10.1080/09669582.2020.1843046

Polishchuk, E., Bujdosó, Z., El Archi, Y., et al. (2023). The Theoretical Background of Virtual Reality and Its Implications for the Tourism Industry. Sustainability, 15(13), 10534. https://doi.org/10.3390/su151310534

Patuelli, R., Mussoni, M., Candela, G. (2016). The Effects of World Heritage Sites on Domestic Tourism: A Spatial Interaction Model for Italy. In: Patuelli, R., Arbia, G. (editors). Spatial Econometric Interaction Modelling. Advances in Spatial Science. Springer, Cham. https://doi.org/10.1007/978-3-319-30196-9_13

Rahman, A., & Muktadir, Md. G. (2021). SPSS: An Imperative Quantitative Data Analysis Tool for Social Science Research. International Journal of Research and Innovation in Social Science, 05(10), 300–302. https://doi.org/10.47772/ijriss.2021.51012

Rather, R. A., Hollebeek, L. D., Loureiro, S. M. C., et al. (2023). Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective. Journal of Travel Research, 63(3), 606–624. https://doi.org/10.1177/00472875231166598

Siddaway, A. P., Wood, A. M., & Hedges, L. V. (2019). How to Do a Systematic Review: A Best Practice Guide for Conducting and Reporting Narrative Reviews, Meta-Analyses, and Meta-Syntheses. Annual Review of Psychology, 70(1), 747–770. https://doi.org/10.1146/annurev-psych-010418-102803

Susanto, E., Hendrayati, H., Rahtomo, R. W., & Prawira, M. F. A. (2022). Adoption of digital payments for travelers at tourism destinations. African Journal of Hospitality, Tourism and Leisure, 11(2), 741-753.

Szabó, Z., & Komáromi-Gergely, A. (2011). Tourism and hospitality marketing—Case study Buda Wine Festival (Hungarian). Szent István Egyetemi Kiadó.

Szabó, Z., Fehér, I., Lehota, J., et al. (2011). Strategic Perspectives for the Tokaj Wines and Wine Tourism—The Case of the Budapest International Wine Festival. Enometrica, Enometrica—Review of the Vineyard Data Quantification Society (VDQS) and the European Association of Wine Economists (EuAWE)—Macerata University, Faculty of Communication.

Szabó, Z., Totth, G., & Harsányi, D. (2021). Wine Tourism in Hungary. In: Sustainable and innovative wine tourism. Raúl Compés López. pp. 227–239.

Tasci, A. D. A., Fyall, A., & Woosnam, K. M. (2021). Sustainable tourism consumer: socio-demographic, psychographic and behavioral characteristics. Tourism Review, 77(2), 341–375. https://doi.org/10.1108/tr-09-2020-0435

Toköz, Ö. D., Avci, A. B., & Duran, H. E. (2023). Factors affecting tourist visits to archaeological sites in Turkey: A spatial regression analysis. European Spatial Research and Policy, 30(2), 133–156. https://doi.org/10.18778/1231-1952.30.2.09

Utkarsh, & Sigala, M. (2021). A bibliometric review of research on COVID-19 and tourism: Reflections for moving forward. Tourism Management Perspectives, 40, 100912. https://doi.org/10.1016/j.tmp.2021.100912

Vaske, J. J., Beaman, J., & Sponarski, C. C. (2016). Rethinking Internal Consistency in Cronbach’s Alpha. Leisure Sciences, 39(2), 163–173. https://doi.org/10.1080/01490400.2015.1127189

Venkatesh, Thong, & Xu. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36(1), 157. https://doi.org/10.2307/41410412

Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926

Vo, N. T., Chovancová, M., & Tri, H. T. (2019). The Impact of E-service Quality on the Customer Satisfaction and Consumer Engagement Behaviors Toward Luxury Hotels. Journal of Quality Assurance in Hospitality & Tourism, 21(5), 499–523. https://doi.org/10.1080/1528008x.2019.1695701

Wang, Y., Pochan, J., Panichakarn, B., et al. (2024). Improving the enterprise performance: An empirical analysis of digital supply chain transformation in Guangxi manufacturing industry. Journal of Infrastructure, Policy and Development, 8(8), 5913. https://doi.org/10.24294/jipd.v8i8.5913

Yang, Y., Xue, L., & Jones, T. E. (2019). Tourism-enhancing effect of World Heritage Sites: Panacea or placebo? A meta-analysis. Annals of Tourism Research, 75, 29–41. https://doi.org/10.1016/j.annals.2018.12.007

Yersüren, S., & Özel, Ç. H. (2023). The effect of virtual reality experience quality on destination visit intention and virtual reality travel intention. Journal of Hospitality and Tourism Technology, 15(1), 70–103. https://doi.org/10.1108/jhtt-02-2023-0046

Yu, J., Kim, S. (Sam), Hailu, T. B., et al. (2023). The effects of virtual reality (VR) and augmented reality (AR) on senior tourists’ experiential quality, perceived advantages, perceived enjoyment, and reuse intention. Current Issues in Tourism, 27(3), 464–478. https://doi.org/10.1080/13683500.2023.2165483

Yu, Y., Lang, M., Zhao, Y., et al. (2021). Tourist Perceived Value, Tourist Satisfaction, and Life Satisfaction: Evidence from Chinese Buddhist Temple Tours. Journal of Hospitality & Tourism Research, 47(1), 133–152. https://doi.org/10.1177/10963480211015338

Zhang, Y., & Szabó, Z. (2024). Digital Transformation in the Tourism Industry: A Comparative Literature Review. Advances in Economics, Management and Political Sciences, 72(1), 166–179. https://doi.org/10.54254/2754-1169/72/20240667

Zhang, Y., Sotiriadis, M., & Shen, S. (2022). Investigating the Impact of Smart Tourism Technologies on Tourists’ Experiences. Sustainability, 14(5), 3048. https://doi.org/10.3390/su14053048

Zhao, X., Yu, J., & Liu, N. (2023). Relationship between specific leisure activities and successful aging among older adults. Journal of Exercise Science & Fitness, 21(1), 111–118. https://doi.org/10.1016/j.jesf.2022.11.006

Zsarnoczky, M. (2018). The digital future of the tourism & hospitality industry. Boston Hospitality Review, 6, 1-9.




DOI: https://doi.org/10.24294/jipd.v8i11.8604

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Yuan Zhang, Arpad Papp-Vary, Zoltán Szabó

License URL: https://creativecommons.org/licenses/by/4.0/

This site is licensed under a Creative Commons Attribution 4.0 International License.