Identifying and Ranking Influencing Factors in Using RFID Technology in Tourism Industry via the Use of Structural Equation Modeling

RFID is one of the modern technologies that many industries have benefited from it, and there are many opportunities in the tourism industry to benefit from it. Although there are many potential opportunities, no survey has been done on factors influencing this technology acceptance in tourism industry. So despite the lack of theories, the present article is aimed to evaluate factors influencing RFID acceptance in tourism businesses, focusing on the population of executive operating in Yazd tourism sector and using Davis technology Acceptance model (TAM) as well as Tornatzkey and Flisher's technology – organization – environment model (TOE) and using equation modeling techniques. Then, using hierarchical analysis approach, this article specifies the priority of identified factors influencing decision making of this technology acceptance. According to the results, senior management support and technical knowledge from organizational dimensions, compatibility, usefulness, ease of use, security risks and lack of standards from technological dimension, external pressure from environmental dimensions and costs from an economic dimension are factors influencing RFID technology acceptance in tourism industry. Economical dimension, among the others, is the most important, and after that organizational, environmental and technological dimension respecting an important.