The satisfaction of tourists using bicycle sharing: a structural equation model - the case of Hangzhou, China

Abstract

This study explores the impacts of bicycle sharing and the satisfaction of tourists using such services. Using Hangzhou as a case study and data derived from 552 tourist surveys, a structural equation model of the satisfaction of tourists using bicycle sharing is constructed. Six perceptual factors were identified as sources of tourist satisfaction arising from the use of a cycle sharing scheme, namely: cycle accessibility, perceived risk, environmental awareness, psychological benefit, managerial action, and perceived rule adherence. Of these, tourists’ psychological benefits accounted for the highest proportion of tourists’ satisfaction, followed by easy access to cycles, environmental awareness, and management effectiveness. Rule adherence and risk perception exerted relatively less influence. A significant positive correlation was noted between usage satisfaction and environmental awareness, perceived rule adherence, ease of access to cycles, psychological benefit, and managerial action. However, the research hypothesis that perceived risk affects tourist satisfaction was not supported by the study findings. Finally, this study suggests some bicycle sharing management strategies and recommendations to enhance tourists’ usage satisfaction.