Present and Future Digital Technology Use in Ecotourism: Understanding Tourists’ Acceptance

Abstract

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.