The technology acceptance model revisited

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dc.contributor.author Hasni, Muhammad Junaid Shahid
dc.contributor.author Farah, Maya F.
dc.contributor.author Adeel, Ifraaz
dc.date.accessioned 2022-09-23T11:50:41Z
dc.date.available 2022-09-23T11:50:41Z
dc.date.copyright 2021 en_US
dc.date.issued 2022-09-23
dc.identifier.issn 2055-5911 en_US
dc.identifier.uri http://hdl.handle.net/10725/14037
dc.description.abstract 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. en_US
dc.language.iso en en_US
dc.title The technology acceptance model revisited en_US
dc.type Article en_US
dc.description.version Published en_US
dc.title.subtitle empirical evidence from the tourism industry in Pakistan en_US
dc.author.school SOB en_US
dc.author.idnumber 199705300 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.relation.journal Journal of Tourism Futures en_US
dc.article.pages 1-21 en_US
dc.keywords Social media en_US
dc.keywords Tourism industry en_US
dc.keywords Technology acceptance model en_US
dc.keywords Pakistan en_US
dc.identifier.doi https://doi.org/10.1108/JTF-09-2021-0220 en_US
dc.identifier.ctation 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. en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.emerald.com/insight/content/doi/10.1108/JTF-09-2021-0220/full/html en_US
dc.note Ahead of print en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US

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