ISSN: 2226-3624
Open access
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.
Alharmoodi, A. A., Khan, M., Mertzanis, C., Gupta, S., Mikalef, P., & Parida, V. (2024). Co-
creation and critical factors for the development of an efficient public e-tourism system. Journal of Business Research, 174, 114519.
Alkindi, M. Z. H., Hafiz, A. D., Abulibdeh, E., Almurshidi, G., & Abulibdeh, A. (2022). Moderating
Effect of Faculty Status in the Relationship between Attitude, Perceived Usefulness, Perceived Ease of Use, Behavioral Intention, Subjective Norms on Mobile Learning Applications. Journal of Positive School Psychology, 5359-5379.
Asnawati, A., Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of
use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81-90.
Chatterjee, S., Majumdar, D., Misra, S., & Damasevicius, R. (2022). The determinants of e-
tourism websites for tourists while selecting a travel destination. International Journal of Electronic Marketing and Retailing, 13(3), 334-359.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-
mouth (eWOM) in social networking sites. Int. J. Advert. 30, 47–75.
Cohen, J. (1992). A power primer. Psychological Bulletin, 112, 155–159. doi:10.1037/0033-
2909.112.1.155
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Quarterly, 13(3), 319-340.
Gretzel, U., Fuchs, M., Baggio, R., Hoepken, W., Law, R., Neidhardt, J., ... & Xiang, Z. (2020). e-
Tourism beyond COVID-19: a call for transformative research. Information technology & tourism, 22, 187-203.
Gupta, P., Prashar, S., Vijay, T. S., & Parsad, C. (2021). Examining the influence of antecedents
of continuous intention to use an informational app: the role of perceived usefulness and perceived ease of use. International Journal of Business Information Systems, 36(2), 270-287.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand
Oaks, CA: SAGE.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3 ed.). Thousand Oaks, CA: Sage.
Hamid, R. A., Albahri, A. S., Alwan, J. K., Al-Qaysi, Z. T., Albahri, O. S., Zaidan, A. A., ... & Zaidan,
B. B. (2021). How smart is e-tourism? A systematic review of smart tourism recommendation system applying data management. Computer Science Review, 39, 100337.
Hateftabar, F. (2023). Analyzing the adoption of online tourism purchases: effects of
perceived tourism value and personal innovativeness. Current Issues in Tourism, 26(11), 1861-1877.
Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling, Journal of the Academy of Marketing Science, 43(1): 115-135.
Kock, N., & Lynn, G.S. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for
Information Systems, 13(7), 546-580.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach.
International Journal of e-Collaboration, 11(4), 1-10.
Leung, R. (2022). Development of information and communication technology: from e-
tourism to smart tourism. Handbook of e-Tourism, 23-55.
Liengaard, B. D., Sharma, P. N., Hult, G. T. M., Jensen, M. B., Sarstedt, M., Hair, J. F., &
Ringle, C. M. (2021). Prediction: Coveted, Yet Forsaken? Introducing a Cross-
validated Predictive Ability Test in Partial Least Squares Path Modeling. Decision Sciences, 52(2), 362-392.
Luqman, A., Li, C. C., & Mohamad, S. S. (2023). Predicting Intention to Continue Using E-
Tourism Technologies amidst Covid-19 Endemic: A PLS-SEM Approach. Information Management and Business Review, 15(4 (SI) I), 77-85.
Madi, J., Al Khasawneh, M., & Dandis, A. O. (2024). Visiting and revisiting destinations: impact
of augmented reality, content quality, perceived ease of use, perceived value and usefulness on E-WOM. International Journal of Quality & Reliability Management.
MAZAN, ?., & ÇET?NEL, M. H. (2022). Effects of Perceived Ease of Use and Perceived Usefulness
as Mediators of the Relationship between Individual Culture and Intention to Use Digital Tourism Applications and Services. Journal of Tourism & Gastronomy Studies, 10(3), 2166-2192.
Mendieta-Aragón, A., & Garín-Muñoz, T. (2023). Consumer behaviour in e-Tourism: Exploring
new applications of machine learning in tourism studies. Investigaciones Turísticas, (26), 350-374.
Mohammad, M. F., Rahman, N. A. A., & Mayor-Vitoria, F. (2022). Semantic-Based Technology
in Shaping the Strategy of Tourism in Malaysia. In Handbook of Technology Application in Tourism in Asia (pp. 181-201). Singapore: Springer Nature Singapore.
Mohammed, R. T., Alamoodi, A. H., Albahri, O. S., Zaidan, A. A., AlSattar, H. A., Aickelin, U., ...
& Malik, R. Q. (2023). A decision modeling approach for smart e-tourism data management applications based on spherical fuzzy rough environment. Applied Soft Computing, 143, 110297.
Mollik, M. S., Rahman, S. M., Rahat, M. R., Kulsum, C. U., & Sagir, S. A. M. (2024). DOES
TRUSTWORTHINESS INFLUENCE TRAVEL SERVICE USE INTENTIONS AT AN ONLINE TRAVEL AGENCY? A STUDY ON THE DIGITALIZATION OF THE TOURISM SECTOR IN BANGLADESH. GeoJournal of Tourism and Geosites, 52(1), 30-40.
Vosta, N. L., & Jalilvand, M. R. (2023). Electronic trust-building for hotel websites: a
social exchange theory persective. Journal of Islamic Marketing, 14(11), 2689-2714.
Nathania, L., & Anandya, D. (2021, June). The Effects of External Factors on Perceived Ease of
Use, Perceived Usefulness, Attitude Towards Use, and Behavioral Intention of Older Adults in Indonesia. In 18th International Symposium on Management (INSYMA 2021) (pp. 152-156). Atlantis Press.
Nindito, H., Gaol, F. L., Supangkat, S. H., & Ranti, B. (2023, October). E-Government service
using tourism web information application. In AIP Conference Proceedings (Vol. 2824, No. 1). AIP Publishing.
Prastiawan, D. I., Aisjah, S., & Rofiaty, R. (2021). The effect of perceived usefulness, perceived
ease of use, and social influence on the use of mobile banking through the mediation of attitude toward use. APMBA (Asia Pacific Management and Business Application), 9(3), 243-260.
Raza, M., Hamid, A. B. A., & Cavaliere, L. P. L. (2021). The e-tourism beyond covid-19: A call
for technological transformation. Journal of Liberty and International Affairs, 7(3), 118-139.
Ringle, C. M., and Sarstedt, M. (2016). Gain more insight from your PLS-SEM results: The
importance-performance map analysis. Industrial Management & Data Systems. 116: 1865–1886.
Saidi, S., Basir, A., Juhaidi, A., & Salabi, A. (2022). Mediating Role of Attitude and Impact of
Social Support, Technical Support, And Perceived Ease of Use in Adoption of Technology During COVID-19. Eurasian Journal of Educational Research, 100(100), 1-17.
Sari, A. E. (2023). Digital Tourism Analysis Based On Technology Acceptance Model (Tam) To
Improve Tourist Destinations In Kerinci Regency. International Journal of Economics, Business and Innovation Research, 2(05), 35-46.
Tam, S. S., Ye, H., Law, R., & Fong, L. H. N. (2022). Analyzing Individual, Institutional, and
Regional Contributions to E-tourism: The Case of ENTER Proceedings (1996–2021). Information and Communication Technologies in Tourism 2022, 431.
Ukpabi, D., Olaleye, S., & Karjaluoto, H. (2021). Factors influencing tourists’ intention to use
COVID-19 contact tracing app. In Information and Communication Technologies in Tourism 2021: Proceedings of the ENTER 2021 eTourism Conference, January 19–22, 2021 (pp. 504-516). Springer International Publishing.
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance
model: Four longitudinal field studies. Management Science, 46, 186–204. doi:10.1287/mnsc.46.2.186.11926
Wahyuningtyas, N., Yaniafari, R. P., Ratnawati, N., Megasari, R., Aini, D. N., Dewi, K., & Rosita,
F. A. D. (2022). Development E-Tourism As an Effort To Support Tourism Charm Programme in Indonesia. GeoJournal of Tourism and Geosites, 42, 759-766.
Wang, R., Wu, C., Wang, X., Xu, F., & Yuan, Q. (2024). E-Tourism information literacy and its
role in driving tourist satisfaction with online travel information: A qualitative comparative analysis. Journal of Travel Research, 63(4), 904-922.
Willaddara, H. W. B. M. (2023). Developing An E-Tourism Adoption Model for Small and
Medium Tourism Enterprises as A Framework for Sri Lanka’s Tourism Industry. ACCELERATING SOCIETAL CHANGE THROUGH DIGITAL TRANSFORMATION, 93.
Zainol, N. R., Abdullah, F. A., & Rahman, M. K. (2023). Exploring Digitalization-Driven in
Innovative Eco-Tourism Sector. In Social Entrepreneurship and Social Innovation in Eco-Tourism (pp. 61-84). Singapore: Springer Nature Singapore.
(Osman & Yatam, 2024)
Osman, Z., & Yatam, M. (2024). Enhancing the Intention to Use E-Tourism among Tourists in the Digital Era. International Journal of Academic Research in Economics and Management and Sciences, 13(2), 222–238.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seenavc at: http://creativecommons.org/licences/by/4.0/legalcode