Research On The Acceptance And Influencing Factors Of Contactless Service For Island Tourism

Digital technology continues to reform,consumers want to obtain lower cost and get the most comfortable service experience,the island province of tourism contactless service is bound to face challenges.The development of island tourism contactless service is a shift from the traditional model to the technological era,and the value of digital platform and artificial intelligence contactless service should not be underestimated.This study takes consumers as the research object,Hainan Province as the case,based on consumer psychological perspective,through the consumer’s willingness to use,use behavior,tourism contactless service as intelligent,digital as one multi-functional platform,understand the consumer’s real idea and acceptance behavior,get the consumer’s favor to be possible to enhance the attention of Hainan Province tourism,expand domestic and international tourism demand,promote consumption and subsequent sustainable development.In this paper,we used social environment,performance expectation,and effort expectation as independent variables to distribute a questionnaire on the acceptance of "no-touch" services by consumers,and used SPSS26.0r software and AMOS software to analyze the results generated from the questionnaire data and construct the UTAUT model.The purpose is to study the consumers’ willingness to use contactless services for island tourism.The current development status and problems of the "contactless" service in Hainan Province,and the development strategy of the contactless service model for tourism in Hainan Province.The study found that(1)social environment,performance expectation,and effort expectation can positively and significantly influence consumers’ willingness to accept the no-touch service of island tourism and can continuously influence consumers’ behavior.(2)The results of the difference analysis show that there is no difference between "gender" and "age," "education," "occupation," and "monthly income" on consumers’ willingness and behavior.Based on the above findings,the publicity of contactless services in Hainan Province should be strengthened,combined with relevant government policies,and enterprisesj establish a win-win relationship to promote the transformation and upgrading of the tourism industry in Hainan s province;provide development countermeasures and suggestions for the construction of tourism in Hainan,and also provide case demonstration and reference for the sustainable development of tourism in other islands.