Abstract
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.
Highlights
Government policy to keep tourism destinations open in Covid-19 Pandemic situation causing topics among the general public
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
A service connection really depends on user experience, the real problem that Kemenparekraf faces through website-based tourism information suggesting the research of user experience to use Google HEART Metrics method which was developed to get the explanation why someone uses www.indonesia.travel
Summary
Government policy to keep tourism destinations open in Covid-19 Pandemic situation causing topics among the general public. On pre-research, we found that the young are not or not yet able to access the official website of www.indonesia.travel as their references on tourism, instead, they find Indonesian tourisms via social media that they use. This is a phenomenon that can be only limitedly and thoroughly observed in the user experience aspect. A service connection really depends on user experience, the real problem that Kemenparekraf faces through website-based tourism information suggesting the research of user experience to use Google HEART Metrics method which was developed to get the explanation why someone uses www.indonesia.travel. HEART Metrics method is considered suitable to test user experience as a benchmark of how people willingly use www.indonesia.travel
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