Exploring the Factors Influencing Tourists’ Satisfaction and Continuance Intention of Digital Nightscape Tour: Integrating the Design Dimensions and the UTAUT2

Liang Rui, Keyi Li, Mu Jiang () and Xiaopu Jiang ()
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Liang Rui: School of Art, Soochow University, Suzhou 215123, China
Keyi Li: School of Design, Jiangnan University, Wuxi 214000, China
Mu Jiang: School of Art, Soochow University, Suzhou 215123, China
Xiaopu Jiang: Architecture & Design College, Nanchang University, Nanchang 330000, China

Sustainability, 2024, vol. 16, issue 22, 1-19

Abstract: Digital transformation is a crucial option for nightscape tour to balance high-quality experiences and sustainable development in the new era. Tourists’ satisfaction and continuance intention are essential to the development of digital nightscape tour, but related research is insufficient. For this reason, by using the Chinese digital nightscape tour as a case study, this research integrates the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the design dimensions (ambience, spatial layout, innovation, and cultural contact) to investigate the factors influencing tourists’ satisfaction and continuance intention. The research employed a convenience sampling method, selecting typical Chinese tourists who had experienced the digital nightscape tour as survey participants. A total of 650 responses were obtained. The results of Partial Least Square-Structural Equation Modeling (PLS-SEM) found that, firstly, UTAUT2, satisfaction, and ambience all directly predict continuance intention positively, with satisfaction having the strongest impact. Secondly, among the four variables of UTAUT2, social influence has the strongest impact on continuance intention. Thirdly, the design dimensions of the digital nightscape tour are very important, which indirectly affect continuance intention through satisfaction, with ambience having the greatest influence on continuance intention. The research conclusions help support the high-quality development of the digital nightscape tour.

Keywords: digital nightscape tour; satisfaction; continuance intention; Unified Theory of Acceptance and Use of Technology (UTAUT2) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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