Islam Md Nurnobi
Department of Marketing, Begum Rokeya University, Rangpur, 5404, Bangladesh.
Heliyon. 2023 Mar 20;9(3):e14691. doi: 10.1016/j.heliyon.2023.e14691. eCollection 2023 Mar.
E-ticketing as a self-service technology has become very popular in tourism, especially in the airline industry. But, the e-ticketing adoption behavior of heritage visitors received very little attention from tourism researchers, especially in developing countries. This research applied the technology acceptance model and theory of planned behavior to investigate heritage visitors' self-service e-ticketing adoption behavior. This research used primary data collected from visitors at five heritage sites in Bangladesh. The PLS-based structural equation modeling technique was applied to test the structural model. This research has found that ease of use and subjective norm have significant positive associations with attitude and intention to use e-ticketing. But, privacy concern has a significant negative association with attitude and e-ticketing intention. Perceived usefulness has a significant positive association with attitude but not e-ticketing intention. Attitude plays an important role in e-ticketing adoption behavior by moderating the relationships between e-ticketing intention and other constructs (ease of use, subjective norm, and privacy concern). This research provides valuable insights into visitors' technology adoption behavior for the academics and authorities of heritage sites in developing countries. This paper has discussed the theoretical and practical implications.
电子票务作为一种自助服务技术，在旅游业尤其是航空业中变得非常流行。但是，遗产地游客的电子票务采用行为很少受到旅游研究者的关注，特别是在发展中国家。本研究应用技术接受模型和计划行为理论来调查遗产地游客的自助电子票务采用行为。本研究使用了从孟加拉国五个遗产地的游客那里收集的原始数据。基于偏最小二乘法的结构方程建模技术被用于检验结构模型。本研究发现，易用性和主观规范与使用电子票务的态度和意愿有显著的正相关关系。但是，隐私担忧与态度和电子票务意愿有显著的负相关关系。感知有用性与态度有显著的正相关关系，但与电子票务意愿无关。态度通过调节电子票务意愿与其他构念（易用性、主观规范和隐私担忧）之间的关系，在电子票务采用行为中起着重要作用。本研究为发展中国家遗产地的学者和管理部门提供了关于游客技术采用行为的宝贵见解。本文讨论了理论和实践意义。
