An Integrated Model of Employees’ Behavioral Intention Toward Innovative Information and Communication Technologies in Travel Agencies

Abstract

This study proposes a comprehensive model that incorporates attitudinal variables in the technology acceptance model, motivational variables in the innovation diffusion theory, and the social variable in the theory of planned behavior to investigate the attitude, behavioral intentions, and usage of information and communication technologies (ICT) by employees in Hong Kong travel agencies. It complements trends in current research on technology adoption in the tourism industry. A survey was conducted with 190 employees from travel agencies, and structural equation modeling was used to analyze the data. Our results show that the integrated model of ICT adoption is adequate to predict employees’ adoption behavior. Furthermore, the perceived usefulness, perceived ease of use, trialability, and observability of new ICT are the major factors stimulating employees’ attitude toward it. Based on our findings, both theoretical and practical suggestions for stimulating employees’ adoption of ICT are proposed.

Keywords

technology acceptance model innovation of diffusion theory theory of planned behavior

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