E-Commerce Performance in Tourism - An UTAUT2 Perceptive

Abstract

Purpose – This research makes use of UTAUT2 model to figure out the factors that influence an individual's intention to seek help in mobile apps while travelling.The sole purpose of this e-tourism empirical study is to analyse the e-tourism behaviour to make tourist accept e-commerce. The study is carried out through the survey research method, consequently exploring the acceptance and adoption of m-tourism in the context of Puducherry.

Research methodology – Quantitative research have been done. The tool used here is the smart PLS3in order to check whether the measurement instrument is valid and reliable or not. Model fit is also estimated using SRMR values.

Findings –The crucial precursors of behavioural intention was found out to be e-tourism performance expectancy, e-tourism effort expectancy, e-tourism social influence, e-tourism perceived value and e-tourism  facilitating conditions, out of which e-tourism performance expectancy, e-tourism perceived value and e-tourism social influence have got chief significant value in determining the tourist's intention to seek mobile apps while travelling.

Originality and Value –This study is one of its kind as it employs UTAUT2 model framework to experimentally test tourism e-commerce adoption in an emerging economy.

Managerial Implications – Though tourism happens to be a pleasure-seeking activity, tourism usage behavior does not happen to be a hedonistic activity as the technology usage of an individual is considerably altered by social influence and perceived cost. This makes it necessary for us to assess the habits of the target audience.