Identifying the effect of emotions in government-citizen online (G2C) tourism based on the HEART metrics

Emotional factors in the use of technology have the potential to be studied, since the important role of user engagement in the information technology development cycle, emotional plays a role in influencing the relationship between consumers and service providers. Previous research has examined various emotional factors of a person in operating digital services through online sites, but it is necessary to find an empirical correlation between emotional variables and one's intention to reuse (IR) online services. This study aims to determine whether users' emotions affect their decision to reuse Government to Citizen (G2C) online tourism services in Indonesia through the HEART Metrics approach. Furthermore, this quantitative study distributed questionnaires using simple random sampling to respondents who had used online tourism. Then analyse 260 research data using the SEM-PLS method by running Warp-PLS 5.0. The findings of this study are among the 5 HEART Metrics factors, 3 of which affect IR, namely Engagement, Retention, and Task Success, while Happiness and Adoption empirically have no significant effect on IR. Our results show that to gain consumer engagement with online services, service providers must consider the emotional elements of the users so that service reuse goals can be achieved. Furthermore, this research can be considered as an alternative recommendation for online tourism service providers, as well as the findings of a new model proposed to contribute to similar research in the future.

A Foreword from the Editor-in-Chief

Over the past decades, Internet has gone beyond information sharing and communication, and become a platform for service reuse and service integration. Computing reuse based on abstraction and divide-and-conquer is at core of computer science and IT industry over the past decades, and the computing reuse granularity has grown from functions/methods to objects, reusable software components, and distributed cloud services. The maturity of container and microservice technologies makes both software system development and deployment truly distributed and reusable. The advancement in speed and security has now also enabled Internet to become an enterprise service integration platform that promote service reuse and management to an even higher level. “Internet +” is one of the layman’s terms to emphasize the new prominent function of Internet in local/regional/national/international scope enterprise service integration and reuse.