Cashless Payment in Tourism. An Application of Technology Acceptance Model

Abstract

Technology has given a profound impact on how tourism industry develops in the recent decades. One of the important technology advancement area is cashless payment system. It has been suggested that cashless payment system can enhance tourism experience and provide competitive advantage to market destinations. Currently, governments are actively promoting a cashless society in tourism sector. However, the study of the acceptance of tourists on cashless payment technology in destinations is still rarely found. This study aims to investigate the acceptance of cashless payment using Technology Acceptance Model (TAM). To achieve the objective, a survey was carried out to confirm the relationship between cashless acceptance, attitude and the behavioral intention of cashless technology. In addition, Perceived Risk Reducer and Familiarity were also introduced to the model. The study found drivers of attitude regarding acceptance of cashless payment system and an understanding on how customer’s response to the idea of using cashless payment in tourism setting.