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Research on Tourist Acceptance of the Digital Service Model for High-Altitude Mountain Tourism Equipment: a Case Study of a Plateau Scenic Area

Author(s)

Xi Lu, Manyu Wang*

Affiliation(s)

Sichuan Technology and Business University, Chengdu, China *Corresponding Author

Abstract

High-altitude hypoxia and network dead zones constrain the development of traditional smart tourism.Based on an extended UTAUT model, this study introduces the variables of perceived risk and service resilience to conduct an empirical analysis of a plateau scenic area. However, the significant findings may suggest that tourists are willing to use digital equipment primarily because they value its usefulness and safety, while equipment usability under extreme environmental conditions could indicate the fundamental challenge. Furthermore, the results may demonstrate that social media and word-of-mouth can rapidly disseminate information, increasing the willingness to use digital equipment. Given that the evidence shows contrasting tendencies between ordinary tourists and professional mountaineers, these opposing patterns might indicate that the overall effect of ease of operation appears less pronounced. Service resilience shows offline usability and cold resistance alleviate risk anxiety. In light of these significant findings, the study proposes a dual-track model of "online platform supervision + offline outlet manual services" to support safe operations in the scenic area.

Keywords

Plateau Scenic Areas; Digital Service Model; UTAUT Model; Tourist Acceptance

References

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