The Technology Acceptance Model and Hospitality and Tourism Consumers’ Intention to Use Mobile Technologies: Meta-Analysis and Structural Equation Modeling

Abstract

What drives consumers to adopt mobile technologies has been a significant research topic in hospitality and tourism literature. The Technology Acceptance Model (TAM) has been widely adopted to examine this topic. Meta-analytic structural equation modeling (MASEM) was conducted to assess the efficacy of the TAM in estimating consumers’ intention to adopt these technologies in hospitality and tourism contexts. The moderating effects of cultural differences (Eastern vs. Western) and research contexts (hospitality vs. tourism) were also examined. Based on 33 individual samples ( N = 13,635), the results indicated that: “perceived usefulness” (PU) has the strongest impact, “perceived ease of use” (PEOU) has stronger effects on PU and attitude in the context of Eastern culture compared to Western culture, and the relationship between “attitude” and “intention” was stronger in the context of hospitality than in the context of tourism. Implications for hospitality and tourism researchers and practitioners are discussed based on these findings.