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This study aims to develop a model that explains the relationship between broad personality traits and specific aspects of smart technology acceptance among visitors to smart destinations. It incorporates privacy and safety risks as moderating factors within the Unified Theory of Acceptance and Use of Technology (UTAUT) model, thereby advancing research in this area.

The cross-sectional study collected data from 519 respondents using purposive sampling. The questionnaire was administered across two smart destinations to validate the study’s findings.

Performance expectancy, effort expectancy and facilitating conditions significantly influence behavioral intentions for smart technology use, emphasizing the importance of user-centric design. While social influence’s impact is modest compared to the practical benefits users gain from the technology. Privacy and safety concerns act as barriers, reducing the influence of these drivers and underscoring the need for their mitigation in technology adoption.

This study enhances smart destination theory and practice by emphasizing the critical role of privacy and data security in the deployment of smart technologies. By addressing both the benefits and challenges of these technologies, it offers valuable insights into improving visitors’ overall experience and satisfaction, contributing to more effective smart tourism strategies.

The originality of this research lies in integrating the UTAUT model with risk theory by incorporating perceived privacy and safety risks as moderating factors in the context of smart destinations. This approach deepens the understanding of smart technology acceptance and offers valuable insights into the complex dynamics of technology adoption in tourism environments.

本研究旨在构建一个模型, 阐释广泛人格特质与智慧技术在智慧目的地中接受程度的具体方面之间的关系, 同时将隐私和安全风险作为调节因素纳入UTAUT模型, 以推动相关研究的发展。

本研究采用横断面设计, 通过目的性抽样从两个智慧目的地的519名受访者中收集数据。问卷调查用于验证研究发现的有效性。

绩效期望、努力期望和促进条件显著影响智慧技术使用的行为意图, 强调以用户为中心的设计重要性。尽管社会影响的作用相对较小, 但用户从技术中获得的实际利益更为显著。隐私和安全担忧是技术采纳的障碍, 减弱了上述驱动因素的作用, 突显了在技术推广中缓解这些风险的必要性。

本研究的原创性体现在通过引入感知隐私和安全风险作为调节因素, 将UTAUT模型与风险理论结合, 应用于智慧目的地的背景中。此方法深化了对智慧技术采纳的理解, 并为旅游环境中技术采纳的复杂动态提供了宝贵见解。

本研究通过强调隐私和数据安全在智慧技术部署中的关键作用, 增强了智慧目的地理论和实践。通过解决这些技术的优势与挑战, 本研究为提升游客整体体验与满意度、制定更高效的智慧旅游策略提供了重要参考。

The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the institute’s brand represents an extant research gap.

This study addresses the gap by empirically measuring higher education institution (HEI) service quality and explores its impact on student engagement, satisfaction and brand equity. This research analyses structured data from 250 students, through partial least squares-based structural equation modelling, to test the proposed hypotheses.

Within the overall service quality of an HEI, all components of institutional service quality are found to affect student engagement strongly; however, only some dimensions of learning management system service quality do. Student engagement is found to positively impact student satisfaction which, in turn, strongly affects all elements of HEI brand equity.

This study adds value to the extant research in higher education service quality by adding a layer of online platform service quality and offers actionable insights for HEI administrators.