Technology Acceptance Theory

This chapter investigates the use of the technology acceptance model (TAM) in the tourism industry, focusing on how tourists adopt and interact with technological innovations. At the core of TAM are two key factors: perceived usefulness, which reflects the belief that technology will enhance performance, and perceived ease of use, which captures the expectation that the system will be simple to operate. These factors significantly influence users’ attitudes and their willingness to adopt new technologies. The chapter explores the adoption patterns of various tourism-related technologies, such as online booking platforms, mobile apps, and self-service kiosks, shedding light on the factors that drive their use. It also examines how external elements, including demographic traits and system features, shape tourists’ perceptions and acceptance of technology. The analysis highlights that positive perceptions of usefulness and ease of use are crucial in encouraging technology adoption. By offering practical recommendations, this chapter provides tourism stakeholders with actionable strategies to improve user experiences and promote the effective integration of technology in an increasingly digital and competitive industry.