Abstract:
Technological advancements assist to simplify and considerably ease most of the time-consuming activities. Nowadays, most of the industries make use of innovative technologies to uplift the services whilst improving the profitability, simultaneously. Acceptance of tourism related technology (AoTT) advancements, is dependent on the particular context. Hence, this research addresses the significance of types of subjective norms (SN) towards intentions and actions on AoTT in the context of Sri Lanka. Sample was drawn from the tourists boarded in the hotels of three reputed hotel chains. Self-administered questionnaires were used for data collection (unit of analysis of the study were the individual tourists those who are using tourism related technology). Questionnaires totalling to 400 were distributed initially and 279 duly completed questionnaires were considered for the final data analysis. Theory of reasoned action (TRA) has been adapted for the study and dimensions of the variables were measured by five-point Likert scale. Enabling to test the hypotheses, MANOVA, ANOVA with contrast tests and discriminant function analysis (DFA) were applied. Empirical evidence supported both the hypotheses indicating the significance of type of SN towards intentions and actions on AoTT, specifying the importance of friends’ SN than that of SN driven by family. Empirical evidences contribute to theoretical and practice perspectives, the same. Finally, researcher has postulated suggestions for future researches in the area of AoTT.
Description:
Keywords: Innovation, Sri Lanka, Subjective Norms, Technology, Tourism
