Measuring the effect of ubiquitous Internet success on travelers’ perceived value and overall tourism destination satisfaction

Measuring the effect of ubiquitous Internet success on travelers’ perceived value and overall tourism destination satisfaction

The Internet has not only gained wide-spread popularity; it has gradually become a necessity of modern life. In addition, the popularity of mobile devices has changed tourists’ travel habits; numerous travel activities can now be accessed through smartphone applications. As a result, Internet access has become a key requirement for tourism. Therefore, understanding the relationship between the availability of Internet access at a given tourist destination and the overall satisfaction of tourists at that destination is vital. This study modified the information systems (IS) success model to analyze how tourists’ perceived value of a tour and overall satisfaction is affected by the availability of Internet access. Questionnaires were distributed to 457 tourists who had made use of Macau’s ubiquitous Internet access. The IS success model was tested using structural equation modeling. The results revealed that Macau’s current level of Internet availability can positively influence value as perceived by tourists and enhance their satisfaction. The results of this study are expected to help Internet providers and related local tourism groups in Macau. Understanding the relationship between perceived value and overall satisfaction can greatly facilitate the use of these two factors, and could assist stakeholders in understanding that Macau’s Internet infrastructure must be improved for tourists.