A TAM-Based Model of Technological Factors Affecting Use of E-Tourism

In tourism, ICT provides new channels anywhere/anytime for tourism services that impacted how customers access and consume those services, hence the emergence of the concept of e-tourism. Internet can be used to attract customers, communicate with them, customize their required services, access international markets, and provide all types of touristic information through e-tourism platforms. The salient feature of this research is to identify the key technological factors that influence customers' acceptance and use of the services provided through e-tourism platforms. Other behavioral aspects related to the use of these services are treated as exogenous factors. The study constructed an e-tourism technology acceptance model (ETAM) concentrating only on technology-related factors. To assist in understanding how users will reflect in these four technological factors affecting the use of e-services, the model recognizes two moderating influential factors: trust and attitude. The model is augmented with exogenous factors as intervening factors related to customer's background.