The impact of accessible tourism website quality on attitude toward use and intention to use: The moderating effect of internet self-efficacy

This study aims to address the importance and effectiveness of information provision in accessible tourism. Specifically, it examines the relationship between the quality of the accessible tourism website and users' attitudes toward website use and intention to use the website, as well as the moderating effect of internet self-efficacy on this relationship. A face-to-face survey was conducted from February 1 to March 12, 2024, and 387 survey responses were collected. Of these, 385 valid survey responses were analyzed using SPSS Statistics 23.0 for demographic analysis, and SmartPLS 4.0 to test hypotheses through measurement and structural models. The analysis revealed that the information quality, system quality, and service quality of the accessible tourism website positively (+) influenced users' attitudes toward website use, and these attitudes, in turn, positively (+) influenced intention to use. Additionally, internet self-efficacy had a reversing moderating effect on the relationship between attitudes toward website use and intention to use. Based on these findings, this study suggests that accessible tourism websites should implement timely updates, conduct regular offline inspections to ensure information accuracy, introduce AI-based customer service agents, and focus on both entertainment value and effectiveness in website development to enhance user experiences.