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Technological Mediation in Tourism: A New Era Begins in Pakistan

In: Handbook of Technology Application in Tourism in Asia

Author

Listed:
  • Muhammad Jawad

    (Fatima Jinnah Women University)

  • Munazza Naz

    (Fatima Jinnah Women University)

Abstract

Customer adoption of technology (mobile, website, software, channels)-based tourism application is dynamic but ignored area in context of tourism research in developed and developing countries. To fill out the possible scope of such research gap, this study efforts to constitute the parameters after proposing the multi-mediation technologies elements to enhance the tourism in developing and developed countries. Explicitly, we applied partial-least-squares with structural equation modeling (PLS-SEM) on 786 responses collected from mobile-, website-, software-, and channel-based respondents who recently purchased and utilize tourism products using a different advance device(s). It was explored that TAM social presence, directly and indirectly, persuades tourist intentions toward technology-based tourism products. Furthermore, the results showed TAM the tourists’ observation of compatibility with technological elements and relative strengths of technology-based tourism products have insignificant influence on their intention to acknowledge. Findings and implications of this research provide new dimensions and areas to research communication and administrative significance. In the context of economics, the research described the basic knowledge TAM could increase income in tourism industry and create new jobs in the host country.

Suggested Citation

  • Muhammad Jawad & Munazza Naz, 2022. "Technological Mediation in Tourism: A New Era Begins in Pakistan," Springer Books, in: Azizul Hassan (ed.), Handbook of Technology Application in Tourism in Asia, chapter 38, pages 815-847, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-2210-6_38
    DOI: 10.1007/978-981-16-2210-6_38
    as

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