Investigating the intentions of tourism providers and trade exhibition visitors to use technology: A technology acceptance model approach

Abstract

Orientation: This article considered the use of technological tools by tourism trade exhibition visitors from a marketing perspective. Research purpose: The main aim of this article was to investigate the adoption and use of technology by tourism providers within the context of business events and exhibitions. Motivation for the study: To inform the tourism business practitioners about the efficient and appropriate uses of technological platforms in connecting and interacting with potential stakeholders at tourism events or exhibitions. Research design, approach and method: A conceptual model was suggested and four hypotheses were advanced and empirically tested for the prediction of a business tourist’s intention to accept technology (BTIAT) model. The target population was professional exhibition visitors – consisting of six groups: hunters, sport shooters, gun collectors, game farmers, professional hunters and anglers – who attended HuntEx 2015 (sample size = 403). A quantitative, inductive research approach was adapted, while general linear modelling (GLM) was applied to analyse the data. Main findings: The study’s findings indicate that business tourists’ intention to use online technology was explained when the interaction between business tourists’ perceived usefulness of online technology and business tourists’ perceived ease of use of online technology are entered into the equation. Practical/managerial implications: The providers of business tourism services (owners and managers) should consider the development of mobile applications to enhance the overall experience of business tourists when attending an event or exhibition, on condition that the application is relevant to the event and easy to use. Contribution/value-add: The study suggested the adequate adoption and efficient uses of mobile applications by business tourism providers as a tool in improving and rendering more attractive the tourists’ experience.

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