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Applying a technology acceptance model to understand digital - free tourism

Sharma, Shavneet and Singh, Gurmeet and Pratt, Stephen (2023) Applying a technology acceptance model to understand digital - free tourism. Tourism Recreation Research, NA . NA. ISSN 0250-8281

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This study investigates the factors influencing residents’attitudes and intentions to engage indigital-free tourism (DFT), a form of tourism that restricts or excludes the use of digitaltechnology to counter excessive reliance on electronics. Through the lens of the Unified Theoryof Acceptance and Use of Technology (UTAUT), a quantitative design was employed, and datawas collected from 1,392 Fijians via an online survey. Thefindings reveal that performanceexpectancy is positively associated with attitudes towards this form of tourism, while effortexpectancy and societal influence were found to negatively impact attitudes. Collectivism wasfound to weaken the positive association between performance expectancy and attitudes, andstrengthens the association between effort expectancy and attitudes. Uncertainty avoidancewas found to weaken the positive relationship between performance expectancy and attitude.The study also revealed that attitudes significantly influence the intention to engage in digital-free tourism, both individually and with companions. This study contributes to the literature byapplying UTAUT quantitatively to examine the disconnection of tourists from technology andprovides valuable insights for the tourism industry, particularly for businesses, destinationmanagement organizations, and marketing consultancies.

Item Type: Journal Article
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business and Management (SBM)
Depositing User: Shavneet Sharma
Date Deposited: 19 Sep 2023 02:35
Last Modified: 19 Sep 2023 02:35

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