Consumers' intention towards the use of smart technologies in tourism and hospitality (T&H) industry: a deeper insight into the integration of TAM, TPB and trust
Survey study reveals determinants of smart technology adoption in tourism consumers, indicating that combining acceptance models and trust effectively predicts usage intentions.
Key Points
To examine the key factors influencing consumer intentions to adopt smart technologies in the tourism and hospitality sector using an integrated theoretical framework.
Conducted an online survey using convenience sampling distributed via travel agency social network pages between November 10, 2021, and December 30, 2021.
Evaluated consumer behavioral intentions toward Smart 4.0 innovations, such as the Internet of Things, artificial intelligence, virtual reality, and augmented reality.
Integrated the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and consumer trust into a unified predictive model.
Integrating TAM and TPB with consumer trust produced a robust explanatory model for customer behavioral intentions toward smart technologies.
Consumer trust was identified as an essential determinant alongside perceived ease of use and behavioral control in driving technology adoption in tourism and hospitality.