Acceptance and use of ICT in tourism: the modified UTAUT model

Abstract

PurposeThis study aims to investigate the technology usage behaviour of the tourists in line with the modified unified theory of acceptance and use of technology (UTAUT) model.Design/methodology/approachData were collected from a survey of 265 tourists using the random sampling technique. Partial least squares-based structural equation modelling (PLS-SEM) technique was used to analyze the data.FindingsThe findings revealed that performance expectancy, hedonic motivation and habit significantly influence the behavioural intention of tourists to use information and communication technology (ICT), while effort expectancy, social influence, and facilitating conditions do not have a significant influence. However, actual ICT usage behaviour largely depends on the behavioural intention of the tourists, and their habits, while the facilitating conditions do not have any influence in this case.Practical implicationsThe findings uncover the core factors influencing tourists' actual ICT use behaviour that can assist the concerned stakeholders in designing tourism planning and sales. The study results also offer pathways for the world's tourism industry for a healthy recovery from the COVID-19 pandemic.Originality/valueThe findings have made robust contributions by extending the existing UTAUT-based literature by adding two new moderators in the relationship between behavioural intention and actual ICT usage behaviour.

Understanding the use of travel and restaurant platforms through the UTAUT2 model

“…Thus, users consider TRPs easy to use, and, in this way, the perception is towards reduced effort (Garg, 2021). This is also consistent with previous studies (Ali et al. , 2022; Gupta et al ., 2018; Gupta and Dogra, 2017; Lu & Yu-Jen Su, 2009).…”

“…These results are consistent with other studies, where PE influences the intention of use in food delivery apps (Zanetta et al. , 2021) and in travel search engines (Ali et al. , 2022; Lim et al.…”

“…Users perceive that the use of TRPs helps them achieve their goals and meets the needs and expectations. These results are consistent with other studies, where PE influences the intention of use in food delivery apps (Zanetta et al, 2021) and in travel search engines (Ali et al, 2022;Lim et al, 2022;Nawaz et al, 2020;Palos-Sanchez et al, 2021).…”

“…Performance expectancy is a metric used to evaluate whether a specific technology is useful from the consumer and to easy off their work (Venkatesh et al, 2003(Venkatesh et al, , 2012. PE is widely applied and showed positive results as seen in relevant literature (Escobar-Rodr ıguez and Carvajal-Trujillo, 2014;Gupta and Arora, 2017;Gupta and Dogra, 2017;Gupta et al, 2018;Nawaz et al, 2020;Palos-Sanchez et al, 2021;Ali et al, 2022). Taking this basis as consideration towards a first hypothesis: H1.…”

“…From this approach, e-commerce expanded their reach accordingly those years, so that researchers have gained an interest in the digital landscape promoting this at a time when the tourism sector gained from publications targeting the area (Buhalis and Law, 2008;Kimes, 2011;Amaro and Duarte, 2013;Law et al, 2014;Singh and Bashar, 2023;Arun et al, 2021). To the present day, the transformation and adaptation occurring in enterprises has been fuelled by the spread of Covid-19 (Fuming et al, 2022;Kusa et al, 2022;Kraus et al, 2023), also for travel and restaurant online reservations segment (Gretzel et al, 2020;Zanetta et al, 2021;Ali et al, 2022;Sari et al, 2022). Some of the areas with a high point of interest focussing attention for research studies are TRPs, in relation to behavioural factors, such as: consumer trust (Agag and El-Masry, 2017;Najdawi et al, 2023); for consumers to acquire products (Talwar et al, 2020;Khan et al, 2023), or to recommend a tool to other users (Choi et al, 2022).…”