The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan
Purpose This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms. Design/methodology/approach A survey was administered to a con...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , |
| التنسيق: | article |
| منشور في: |
2021
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| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/14037 https://doi.org/10.1108/JTF-09-2021-0220 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/JTF-09-2021-0220/full/html |
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| _version_ | 1864513468753772544 |
|---|---|
| author | Hasni, Muhammad Junaid Shahid |
| author2 | Farah, Maya F. Adeel, Ifraaz |
| author2_role | author author |
| author_facet | Hasni, Muhammad Junaid Shahid Farah, Maya F. Adeel, Ifraaz |
| author_role | author |
| dc.creator.none.fl_str_mv | Hasni, Muhammad Junaid Shahid Farah, Maya F. Adeel, Ifraaz |
| dc.date.none.fl_str_mv | 2021 2021-12-31 2022-09-23T11:50:41Z 2022-09-23T11:50:41Z |
| dc.identifier.none.fl_str_mv | 2055-5911 http://hdl.handle.net/10725/14037 https://doi.org/10.1108/JTF-09-2021-0220 Hasni, M. J. S., Farah, M. F., & Adeel, I. (2021). The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan. Journal of Tourism Futures. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/JTF-09-2021-0220/full/html |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Journal of Tourism Futures |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | Purpose This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms. Design/methodology/approach A survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs. Findings The findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness. Originality/value This research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_b3b34c8a184d2d7247467b03fcc13414 |
| identifier_str_mv | 2055-5911 Hasni, M. J. S., Farah, M. F., & Adeel, I. (2021). The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan. Journal of Tourism Futures. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/14037 |
| publishDate | 2021 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | The technology acceptance model revisited: empirical evidence from the tourism industry in PakistanHasni, Muhammad Junaid ShahidFarah, Maya F.Adeel, IfraazPurpose This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms. Design/methodology/approach A survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs. Findings The findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness. Originality/value This research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.Published2022-09-23T11:50:41Z2022-09-23T11:50:41Z20212021-12-31Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article2055-5911http://hdl.handle.net/10725/14037https://doi.org/10.1108/JTF-09-2021-0220Hasni, M. J. S., Farah, M. F., & Adeel, I. (2021). The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan. Journal of Tourism Futures.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.emerald.com/insight/content/doi/10.1108/JTF-09-2021-0220/full/htmlenJournal of Tourism Futuresinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/140372024-07-15T06:57:15Z |
| spellingShingle | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan Hasni, Muhammad Junaid Shahid |
| status_str | publishedVersion |
| title | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| title_full | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| title_fullStr | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| title_full_unstemmed | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| title_short | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| title_sort | The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan |
| url | http://hdl.handle.net/10725/14037 https://doi.org/10.1108/JTF-09-2021-0220 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/JTF-09-2021-0220/full/html |