Enhancing the Intention to Use E-Tourism among Tourists in the Digital Era

Abstract

This study delves into the complex interplay of direct and indirect relationships among perceived ease of use, perceived usefulness, and intention to use, with trust and attitude acting as mediators within the tourist context. Grounded in the Technology Acceptance Model (TAM) theory, the research employed a meticulous survey questionnaire to gather data, resulting in a robust dataset of 417 valid responses. Utilizing the advanced analytical tools of SmartPLS 4, the results highlight attitude and trust as key determinants, exerting significant influence as mediators in the relationship between perceived ease of use, perceived usefulness, and intention to use. The implications of these findings are far-reaching, suggesting targeted interventions to enhance perceived ease of use and perceived usefulness through the mediating factors of trust and attitude, ultimately boosting tourists' intention to use e-tourism services. The study underscores the importance of travel agencies promoting the ease and usefulness of e-tourism, while also calling for further research into the impact of new technologies and organizational culture on the evolving landscape of artificial intelligence in tourism. By taking a comprehensive approach, the study provides actionable recommendations for both individuals and organizations, facilitating the development of holistic strategies to enhance technology adoption in modern digital tourism.