Present and Future Digital Technology Use in Ecotourism: Understanding Tourists’ Acceptance

Article Sidebar

PDF
Published: 2023-07-23
DOI: https://doi.org/10.31580/apss.v11i1.2823
Keywords:
Technology for Ecotourism, Technology Acceptance, Ecotourism, Digital Technology, Malaysia

Main Article Content

Erne Suzila Kassim
Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia
Ramita Abdul Rahim
Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus, 42300 Selangor, Malaysia
https://orcid.org/0000-0003-4837-0804
Noor Azzah Said
Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia
Sri Fatiany Abdul Kader Jailani
Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia
Hanitahaiza Hairuddin
Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia
Rosintansafinas Munir
Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia
Zulkiflee Abd Latif
Centre of Studies for Surveying Science & Geomatics, Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA (UiTM), Shah Alam, 40450 Selangor, Malaysia

Abstract

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Article Details

Issue

Vol. 11 No. 1 (2023): ASIA Proceedings of Social Sciences

Section

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Erne Suzila Kassim, Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Ramita Abdul Rahim, Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus, 42300 Selangor, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Noor Azzah Said, Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Sri Fatiany Abdul Kader Jailani, Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Hanitahaiza Hairuddin, Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Rosintansafinas Munir , Faculty of Business and Management, Universiti Teknologi MARA Caw Selangor Puncak Alam Campus 42300, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Zulkiflee Abd Latif, Centre of Studies for Surveying Science & Geomatics, Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA (UiTM), Shah Alam, 40450 Selangor, Malaysia

Digital technology has the potential to enhance the tourist experience, particularly in the context of ecotourism. This study aims to investigate tourists' acceptance of digital technology for ecotourism activities using the technology acceptance model (TAM) and to assess their future usage intentions. The motivation behind this research stems from the increasing interest of tourists in eco-friendly nature experiences, the rise of movements focused on enjoying the natural environment, and advancements in technology for the tourism industry. A survey methodology was employed, and the data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The findings indicate that perceived ease of use and perceived value significantly predict tourists' attitude toward digital technology. Moreover, attitude plays a significant role in influencing the behavioral use of digital technology. Additionally, both perceived value and behavioral use are significant factors in explaining tourists expected future use of digital technology. Furthermore, the assessment of future technology use reveals the top five choices of ecotourists, namely location-based services, wireless and mobile technology, destination management systems, climate information management, and intelligent transport systems. Thus, this study concludes that digital technology has a profound impact on the ecotourism industry and has the potential to foster enduring connections between humans and nature.

Similar Articles

You may also start an advanced similarity search for this article.