Propensity adoption of digital technology among small medium enterprises in the tourism industry/ Fadhilahanim Aryani Abdullah ... [et al.]

Abdullah, Fadhilahanim Aryani and Mohd Yassin, Nurul Hafizah and Hasbollah, Hasif Rafidee and Saidi, Normaizatul Akma and Mohd Radzi, Naziatul Aziah and Hashim, Hazzyati (2022) Propensity adoption of digital technology among small medium enterprises in the tourism industry/ Fadhilahanim Aryani Abdullah ... [et al.]. Journal of Tourism, Hospitality and Culinary Arts, 14 (1). pp. 520-536. ISSN 1985-8914 ; 2590-3837

Official URL: https://www.jthca.org/

Abstract

Tourism involves people visiting countries or locations outside of the natural environment for personal or business reasons that encompasses products and services. Thus, these days the tourism industry has developed with innovation with an advancement of data and computerized correspondence innovations. This study meantly to identify the factors that influence technology adoption among SMEs in tourism industry. Data were collected using a structured questionnaire that was sent by email to SMEs in the tourism industry in Kelantan, Malaysia. Participants were selected using a convenience sampling technique. A total of 122 responses were analyzed. SmartPLS version 3.2.8 was used for the analysis. Based on the result, it’s shown that Effort Expectancy, performance expectancy, and social influence had a positive influence on the intention to use digital technology among SMEs in the tourism industry. There is a positive relationship between intention to use and the adoption of digital technology among tourism SMEs. This study also confirms the mediating role of intention to use on the relationship between effort expectancy, performance expectancy, and social influence on the adoption of digital technology among tourism SMEs in Kelantan. Additionally, the limitation of this study can be used as a reference to produce a better study. Thus, this study may become a reference for those in the industry, especially in the tourism industry to consider performance expectancy, effort expectancy, social influence, and behavioral intention on the adoption of digital technology in their business to gain more profit.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Abdullah, Fadhilahanim Aryani
aryani.a@umk.edu.my
Mohd Yassin, Nurul Hafizah
UNSPECIFIED
Hasbollah, Hasif Rafidee
UNSPECIFIED
Saidi, Normaizatul Akma
UNSPECIFIED
Mohd Radzi, Naziatul Aziah
UNSPECIFIED
Hashim, Hazzyati
UNSPECIFIED
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General) > Travel and state. Tourism
T Technology > T Technology (General) > Technological change
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality and Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 14
Number: 1
Page Range: pp. 520-536
Keywords: Digital Technology, Tourism, Small medium enterprise, UTAUT model
Date: May 2022
URI: https://ir.uitm.edu.my/id/eprint/68325
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