A Rung Towards the Digitalization of Tourism Services in India; Assessment of Individual Perceptions using Technology Acceptance Model


  • Johnpaul M Central University of Kerala
  • Jaya Prakashnarayana G Department of Tourism Management, Indira Gandhi National Tribal University




Tourism Marketing, TAM, Behavioural Intention, Techonology Acceptance and Perceived Risk


The world has seen a radical change through the digital revolution. These Technologies have facilitated the entire Economy to run on the device, making all regular day-to-day activities easy, convenient, and more efficient. The mass adoption of digital technologies by consumers, enterprises, and governments has accelerated the Economy's growth rate. It can play an essential role in spurring economic growth and employment. However, the research literature shows that the impact of digitalization by country and sectors is uneven (Sabbagh, K. et al. 2014). Digital initiatives not only has positive connotation but has created a digital divide among the demographics across the communities (Benda et al., 2011). The study employs the TAM (Davis, 1989) model to analyze the Behavioural Intentions and Attitudes of the customers towards Technology Acceptance in tourism in India. The data is collected through questionnaires from regular travelers visiting tourist destinations across India using Snowball sampling techniques, the main means is Google Forms. Data analysis is executed by using SPSS software to find the R Square coefficient to test the influence of independent variables on dependent variables using a multiple regression model to analyze the TAM constructs to examine individual perceptions towards digital technologies in the Tourism sector in India.


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How to Cite

M, J., & Prakashnarayana G, J. . (2024). A Rung Towards the Digitalization of Tourism Services in India; Assessment of Individual Perceptions using Technology Acceptance Model. Atna Journal of Tourism Studies, 19(1), 133-150. https://doi.org/10.12727/ajts.31.6