An investigation of factors influencing ridesharing services and their impact on tourism destination traffic: P-SERVQUAL 4.0 as a measure of service quality

An investigation of factors influencing ridesharing services and their impact on tourism destination traffic: P-SERVQUAL 4.0 as a measure of service quality

Using a sequential explanatory mixed method, this study examines the impact of ridesharing service quality, ridership, and tourism destination traffic in the Australian Gold Coast region. Initial quantitative analysis using structured questionnaires distributed to Gold Coast tourists provides a broad perspective on service quality and user satisfaction. A subsequent qualitative phase uses semi-structured interviews to delve deeper into individual perceptions of ridesharing quality and its effects on tourism. In the initial phase, this study carried out a survey and used Covariance-Based Structural Equation Modeling (CB-SEM) to investigate the influence of various factors on user satisfaction in the ridesharing context and their subsequent effects on ridership and tourism destination traffic. The findings indicate that while tangibles and empathy did not significantly influence user satisfaction, factors such as responsiveness, assurance, and digital technology positively affected it. Contrary to expectations, reliability and the COVID-19 pandemic also positively impacted user satisfaction, suggesting the importance of service quality and adaptive measures during crises. Interestingly, while user satisfaction significantly boosted ridership, it did not translate into increased tourism destination traffic. The second phase of the study, involving semi-structured interviews, investigates the integration of ridesharing into the tourism industry and evaluates its overall contribution to improving the local experience for visitors. The qualitative analysis indicates that ridesharing could benefit traffic at tourist destinations, despite the quantitative analysis not showing a significant effect of ridership on traffic at tourist destinations. This study theoretically and empirically examines the effects of ridesharing services on urban mobility and tourism, reflecting that transportation's impact on tourism flows is more complex than previously understood. Ridesharing service quality attributes like responsiveness and assurance boost user satisfaction, while reliability and empathy may not fit the high-demand, technology-driven context. These findings suggest that ridesharing platforms should improve digital efficiency and service quality, especially in areas valued by modern consumers, in order to boost user satisfaction and tourism flows. The research provides a theoretical understanding of how service quality evolves, particularly in an ever-changing landscape with dimensions such as innovative digital technology and the complex relationship between user satisfaction, ridership, and tourism destination traffic. It also offers valuable insights into market dynamics and urban mobility trends for industry leaders, urban planners, and policymakers to inform their future decisions.

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