Technology adoption among silver tourists: A cross-cultural configurational comparison of Greece and the United Kingdom

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Silver tourism is a rapidly growing segment of global tourism, yet older adults face persistent digital divides when engaging with smart travel platforms. This study examines technology use intentions among 800 silver tourists in Greece (Athens) and the UK (Birmingham) through a complexity-informed bounded Rational Choice Theory framework. Integrating fuzzy-set Qualitative Comparative Analysis (fsQCA) with Necessary Condition Analysis (NCA), the study identifies sufficient configurations of six conditions namely perceived usefulness, ease of use, subjective norms, cognition, trust, and perceived competence alongside city-specific necessary conditions. Subjective norms emerge as necessary in Athens (collectivist, digitally uneven), while trust and perceived competence are necessary in Birmingham (individualist, digitally mature). In total, the analysis identified three acceptable pathways: one shared pathway, the Cognitive-Competence users which was valid in both Greek and British contexts, and two context-specific pathways, namely the Usage-Norm Consumers in Greece and the Cognitive Trust-in-Competence users in the UK. Post-evaluation interviews with six tourism managers confirmed the ecological validity of the identified pathways and strengthened the practical relevance of the findings. Findings extend digital divide theory, Rational Choice Theory, and complexity theory, offering culturally tailored guidance for inclusive tourism technology design.