It is seen that technological elements are frequently used to provide a better quality tourism experience and to expand the comfort zone. It is understood that many tourism businesses, especially in the fields of accommodation, travel, and gastronomy, have gained a more competitive structure by developing their technological infrastructure. In this direction, the suitability of the technology acceptance model (TAM), which was first developed by Davis and based on two basic elements, in terms of tourism enterprises is associated with examples. It is understood that the perceived convenience and usefulness within the scope of the research is met positively in terms of tourism services. In addition, it is thought the quality-of-service perception will be increased by better using the opportunities brought by technology in tourism. The goal is to contribute to the relevant literature by evaluating the effect of the TAM model on the tourism sectors from a general perspective.
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Tourism activities are gaining more and more importance day by day in terms of obtaining travel experience and cultural units. However, as a result of the economic development of touristic destinations and the improvement of infrastructure activities, tourism movements have started to create awareness. This situation has created an intensely competitive environment in the field of tourism and has led to developments in marketing and promotion. Tourism businesses (e.g., accommodation, travel, recreation, and others) that want to engage in a better promotion activity compared to their competitors are trying to improve their infrastructure with technological tools in parallel with technological developments.
At this point, innovative and digital services are offered that consider the technological service demands of people. People who start to use mass media more frequently, especially social media, can realize their touristic purchases or their intention to choose destinations in these areas. Technological tools such as internet-based reservation systems, online payment, smart menus and artificial intelligence-supported robotic systems are becoming very necessary for tourism businesses. In addition, tourism businesses need to have qualified personnel and technology-sensitive consumers who can use technological elements.
Because the technological requirement at the point of supply and demand must show similar characteristics for tourism businesses to be sustainable. However, it is understood that technology be fully achieved in cases where the technological infrastructure is insufficient, and the level of technological acceptability is not at the desired level. Therefore, tourism businesses must focus on the concept of technology acceptability as well as strengthen their technological infrastructure.
The technology acceptance model, which is one of the most frequently studied models on the level of technological use, was put forward for the first time by Davis (1989). Developing the theory of reasoned action is presented in the form of a model that determines the behavior of people towards the use or acceptance of new technologies. In the technology acceptance model (TAM), the user’s intention is understood by determining the ease of use and perceived usefulness of technological tools (Sadiq & Adil, 2021).
To better understand the development of TAM, it is necessary to understand its emergence process and theories. The ever-increasing need for technology in the daily life of users was being examined psychologically in terms of acceptance or rejection. However, with the inclusion of behaviors and intentions in the process over time, TAM has begun to be expressed in a wide area. In this direction, elements such as traditional lifestyle, character and personal factors find their place in the technology acceptability model. Normative beliefs and motivation to comply are also expressed as behaviors that directly affect individuals' perceived technology acceptability.
In its simplest form, TAM is explained as perceived usefulness and attitude towards technology, as well as behavior and reason for technology use (Marangunić & Granić, 2015: 82). In terms of the tourism sector, uses such as the technology acceptability model, online reservation, internet-based ticket purchase and rating of the tourism experience in virtual environments are evaluated within this scope (McCloskey, 2004: 50). There are the following studies in the literature on the technology acceptability model in the relationship between tourism and technology; It is discussed and implemented how users accept artificial intelligence (AI) robots in hotels (Go et al., 2020).
The factors affecting the use of the technology acceptance model in social media marketing by tour operators are investigated (Matikiti et al., 2018). Patients are uses using the technology acceptance model to explain the e-purchase intention in health tourism (Phatthana & Mat, 2011). The technology acceptability of the intention to make an online reservation in the context of e-tourism is high (Sahli & Legohérel, 2016). Mobile-based tourism shopping is adopted by users, technology acceptability model studies in the relationship between tourism and technology are available in the related literature, as it affects tourist intentions and the perception of technology compatibility affects acceptance intentions (Gu et al., 2019).