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Issues and Challenges in Technology Application in the Asian Tourism Industry

In: Handbook of Technology Application in Tourism in Asia

Author

Listed:
  • Chathura Jayawardena

    (Management and Science University)

  • Ahmad Albattat

    (Post Graduate Centre, Management and Science University)

  • Adam Amril Jaharadak

    (Management and Science University)

Abstract

Increasing interaction of global travelers, diminishing skilled labor, growing popularity of online marketplaces, ubiquitous connectivity, and digital transformation of business bring unique challenges to the tourism industry. Recent literature on IT/IS and social science denotes the use of theoretical frameworks of innovation adoption to explore the behavioral relationship in varied subject areas. In recent years, technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) were identified as the most used innovation adoption theories over other predecessor frameworks. Both models’ theoretical outlook outlines behavioral elements that enable respective innovation to get diffused to respective settings, which is vital to orchestrate technology-based customer experience or create a business process in a modern business environment. Hence, this chapter signifies the theoretical and empirical outlook of both TAM and UTUAT in the Asian tourism industry, accompanied by the impact of innovation in addressing the modern challenges in the tourism industry.

Suggested Citation

  • Chathura Jayawardena & Ahmad Albattat & Adam Amril Jaharadak, 2022. "Issues and Challenges in Technology Application in the Asian Tourism Industry," Springer Books, in: Azizul Hassan (ed.), Handbook of Technology Application in Tourism in Asia, chapter 51, pages 1125-1142, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-2210-6_51
    DOI: 10.1007/978-981-16-2210-6_51
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