The roles of cognitive benefits and technology usage in predicting students’ sustainable behavioural intentions: The moderating roles of data literacy and marketing strategy

Abstract

The emergence of new technology and the repercussions of the COVID-19 pandemic have compelled educators to reconsider traditional approaches to in-person teaching and have motivated a transition toward online learning. This shift underscores the pressing need to cultivate students' digital literacy to bolster their competitiveness in their future careers. This research examined 646 students using structural equation modeling (SEM) to explore the correlation between students' digital capabilities and the sustainability of their behaviors and intentions in diverse tourism and hospitality domains. The findings revealed that proficient technology utilization, such as high-quality websites and effective information sharing, directly and indirectly influences sustainable perceptions, including aspects such as destination appeal and psychological impact. Moreover, the study confirmed the moderating influences of data literacy and marketing strategy. The concluding section thoroughly explores the theoretical and educational implications and engages in extensive discourse on this matter.