Analyzing factors influencing smart technology adoption in an emerging economy’s tourism and hospitality sector

The increased digitalization of the tourism and hospitality sector has contributed to the necessity of introducing smart technologies that facilitate the enhancement of service quality and customer satisfaction. The research investigates the factors that affect the adoption of smart technologies in the tourism and hospitality industry in Bangladesh by using an extension of the Technology Acceptance Model (TAM). Namely, Perceived usefulness (PU), Perceived Ease of Use (PEOU), Service Quality (SQ), Social Influence (SI) and Perceived Trust (PT) were integrated as predictors of Attitude Towards Use (ATU) and Behavioral Intention (BI). This study adopted a quantitative research approach. Data was collected via a web-based survey using convenience sampling and yielded 327 usable responses from Bangladeshi nationals with experience using smart technology applications during travel. It showed a significant impact of PU and PEOU on ATU and BI. Also, SQ, PT, SQ have a strong positive impact on Attitude, which is in line with previous extended uses of TAM. PU is the strongest contributing factor to Behavioral Intention. This research study has added to the literature by expanding TAM in the context of a developing country involving service and trust constructs. It satisfies a research gap by reporting these variables empirically concerning the smart tourism sector in South Asia, where little to no research exists pertaining to technology adoption in the service sector of Bangladesh. The findings highlight the importance of tourism businesses and policymakers in intensifying digital infrastructure, establish trust among users and stressing the feasible functionality of smart technologies. Incorporating these factors, stakeholders can speed up digital transformation and enhance competitiveness in the tourism and hospitality sector of Bangladesh.