Development and Validation of the ASSU Model for Age-Friendly E-Service Quality: An Independent Research Aligned With the ISO 25556:2025 Evidence From Senior Tourists in Guilin, China

The convergence of population aging and rapid digitalization of tourism has underscored the need for more inclusive and accessible services for older adults. Despite the extensive research on e-service quality, limited attention has been paid to how e-services meet the specific needs of senior tourists. This study validates a construct, age-friendly e-service quality, to assess e-service quality from the perspective of senior tourists. Building on established literature in e-service quality and aging-related user needs, it comprises four dimensions: accessibility, supportability, usability, and safety. A survey was conducted among 804 senior tourists in Guilin, China, using a questionnaire adapted from validated scales. The sample was divided for exploratory and confirmatory factor analysis. Results confirm a four-factor structure, with each dimension showing strong reliability, convergent validity, and discriminant validity. Accessibility was found to have the strongest influence, followed by supportability, safety, and usability. The findings suggest that while accessibility is central, all four dimensions collectively shape senior tourists’ perceptions of e-service quality. Finally, this study concludes the findings as the ASSU Model as age-friendly e-service quality that addresses a significant gap in the e-service literature. It provides a theoretical basis and practical tool for designing and evaluating age-friendly digital tourism platforms, supporting more equitable access to e-services for aging populations. It is worth noting that the model shows alignment with the ideas of the ISO 25556:2025 standard. This match supports the value of our work and makes the ASSU model a practical tool for applying international guidance in the tourism industry.