Analysis of Smart Tourism in Disaster-Affected Tourism Recovery from the Perspective of the UTAUT Model: A Case Study of Hualien

Abstract

Based on the UTAUT3 model, this study analyzes smart tourism in disaster-affected tourism recovery, using Hualien as a case study. The Hualien area suffered significant damage from an earthquake, severely impacting its infrastructure and tourism industry. Through information and communication technology (ICT), innovative tourism technology improves tourism management and customer service in the post-disaster uncertain environment, enhancing visitor experience and safety.

The study comprehensively considers five variables of the UTAUT3 model: performance expectancy, effort expectancy, social influence, facilitating conditions, and trust, to explore the application of smart tourism in disaster recovery. Performance expectancy includes post-disaster real-time information updates, emergency management, interaction and engagement, resource optimization, and enriched tourism experiences. Effort expectancy involves the ease of use, compatibility, functional integration, and technical support of applications. Social influence encompasses peer influence, opinion leader attitudes, media impact, and local government support. Facilitating conditions include technological infrastructure, partnership relationships, government policies, and environmental convenience. Trust factors cover privacy protection, data security, reliability, and information authenticity.

This study uses the Analytical Hierarchy Process (AHP) to gather opinions from experts and scholars. It examines the model of smart tourism in disaster recovery and assesses the role of each factor in the UTAUT3 model in accelerating the tourism industry's recovery. The study results will extend to effective strategies for integrating smart tourism technology into post-disaster reconstruction, supporting the sustainable development of the tourism industry in disaster-affected areas.