Moderating Effect of Technology Readiness on Adoption of Geotagging Technology Among Social Networking Sites (Snss) Users for Smart Tourism

Abstract

More recently social networking sites (SNSs) users are extensively using the emerging geotagging technology for tourism motivation. The study aims to examine the relationship between determinants of geotagging technology and intention to adopt geotag technology as well as the extent to which technology readiness moderates the link between determinants of geotagging technology and intention to adopt geotag technology. Data were collected from a sample of 356 university students by using convenience sampling technique. Partial least square structural equation modelling has been used to measure the results. The empirical outcome uncovers that social influence, performance expectancy and facilitating condition are the factor that have direct impact on SNSs user’s willingness to adopt geotag for smart tourism experience. The present paper enriches UTAUT model by understanding the association between two variables namely effort expectancy and performance expectancy as well as the moderating role of the technology readiness. The findings of the study will assist to SNSs service providers by understanding the moderating role of technology readiness in the relationship between determinants of geotagging technology and intention to adopt geotag technology.

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

“…University students from Bangladesh (who were studying either bachelor's or master's courses) were selected as the sample population of the study. University students were chosen for the survey because they tend to use technology more than other groups in tourism purchases (Bhuiyan et al ., 2020). For the final survey, respondents were randomly selected from three groups: Facebook, tourist club and university residential halls.…”

Higher Education and Training Towards Global Competitiveness and Human Development in Indonesia

“…Nowadays, the world, even Indonesia, has special needs for the internet. Technological Readiness in social economi daily lives also perceived in education (Bhuiyan et al, 2020). The importance of technology also plays a role in the world of education..…”

relação entre as geotags e a visitação em áreas naturais:

“…As fotografias com geotags podem ser usadas como um proxy ("procurador") para o interesse público na área (Wood et al, 2013). Geotagging é um serviço que permite aos usuários publicar localizações físicas e objetos que são conectados por meio de processo digital (Bhuiyan et al, 2020). Os viajantes podem adicionar ou etiquetar informação de localização com textos e fotos utilizando tecnologias móveis, serviços baseados em localização e sistema de posicionamento global (GPS) (Chung & Lee, 2016).…”

“…As pesquisas sobre geotags e turismo nas redes sociais além de destacarem o serviço de localização que elas oferecem, apontam que sua utilização pode motivar o turismo (Bhuiyan et al, 2020), identificar a demanda e sua movimentação (Önder, Koerbitz & Hubmann-Haidvogel, 2016;Chen et al, 2019;Do & Kim, 2020); e classificar postagens para se compreender a satisfação e características da experiência de visita (Chen & Takama 2014;Chung & Lee, 2016, Krisna, Handayni & Azzahro, 2019. Estudos relevantes sobre fotos em redes sociais utilizam análises espaço-temporais para verificar trajetos e movimentação turística com a utilização de timestamps (registro de data e hora) e geotags (Do & Kim, 2020).…”

“…Para se chegar a esta evidência foram analisados 5 construtos que apontam o que os usuários podem considerar para adotar a geotag para realizar uma experiência turística: expectativa de desempenho; expectativa de esforço; influência social; condições facilitadoras; prontidão de tecnologia; e intenção de adotar tecnologia de geotagging. (Bhuiyan et al, 2020). A2…”