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Mobile learning adoption for tourism education in a developing country

Author

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  • Johra Kayeser Fatima
  • Parviz Ghandforoush
  • Mahmood Khan
  • Rita Di Mascio

Abstract

Since developing countries are gradually introducing mobile-based tourism education, it is a growing demand to understand the students’ intention to adopt mobile learning. The study used partial least squares-based structural equation modelling to analyse survey data from 176 questionnaires at three tourism education institutes in Bangladesh. The study contributes to the theory of planned behaviour by examining the antecedent impact of innovativeness and moderating effect of self-efficacy. Results confirmed innovativeness as a significant antecedent on the attitude–intention relationship; however, the moderating effect of self-efficacy has not been supported. The study has marketing implications for tourism education institutes and government bodies.

Suggested Citation

  • Johra Kayeser Fatima & Parviz Ghandforoush & Mahmood Khan & Rita Di Mascio, 2019. "Mobile learning adoption for tourism education in a developing country," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(4), pages 420-427, February.
    • Handle: RePEc:taf:rcitxx:v:22:y:2019:i:4:p:420-427
    DOI: 10.1080/13683500.2018.1434135
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