Digital Governance Driving Tourism Development: The Mediating Role of Tourism Resources and the Moderating Effect of Provincial Economic Comprehensive Competitiveness

A review of the global history of tourism development reveals a strong connection between government involvement and the growth of the tourism industry. In China, tourism authorities are increasingly emphasizing the role of government service websites in advancing digital governance within the sector. Drawing on theories of public administration, resource dependence, and regional innovation systems, this study constructs an analytical framework to investigate the influencing mechanisms of government service websites on tourism development. Using data from the government tourism websites of 31 Chinese provinces, this study systematically examines, for the first time, the mediating role of tourism resources and the moderating effect of provincial economic competitiveness. Content analysis and keyword extraction techniques were employed to collect data on website service functions, tourism resources, and tourism development for the year 2023. These were analyzed using a PLS structural equation model. The results indicate that government website service functions positively, albeit modestly, promote tourism development, explaining 24.4% of the variance. Among service functions, public services (weight = 0.611) contribute significantly more than administrative management (0.368) and information management (0.238). Although the mediating effect of tourism resources did not reach statistical significance, internal structural analysis shows that cultural customs resources (0.512) contribute more to tourism development than water landscapes (0.443) and geological landscapes (0.338), highlighting the unique advantage of “soft resources” in a digital environment. Incorporating provincial economic competitiveness significantly increases the explanatory power of the model to 47.9%, with development level competitiveness (0.268) and government function competitiveness (0.267) playing the most prominent moderating roles. These findings suggest that the effectiveness of digital governance in promoting tourism development is shaped by multiple complex factors. Accordingly, governments should adopt differentiated digital strategies based on regional economic conditions and resource endowments, with a focus on enhancing public service functions, optimizing the digital representation of cultural resources, and strengthening regional economic foundations to fully unleash the industrial potential of digital governance.