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Technology Acceptance of the Lonely Planet Website: An Exploratory Study

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This study aims at examining the reasons that motivate travelers to use online travel websites for travel information search and reservations by adapting technology acceptance model (TAM). In particular it examines the site of an online travel guide (lonelyplanet.com). The results suggest that perceived usefulness determines behavioral intention to use the travel website. Perceived ease of use does not have a direct impact on behavioral intention; however, it influences perceived usefulness and behavioral intention indirectly. This study benefits practitioners in the preimplementation stage to overcome complaints that system characteristics are arbitrary or in the postimplementation stage to determine the kinds of changes that provide the most meaningful impacts.
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Keywords: INTERNET USE; PARTIAL LEAST SQUARE; STRUCTURAL EQUATION MODELING; TECHNOLOGY ACCEPTANCE MODEL (TAM); TRAVEL GUIDE; TRAVEL INTERMEDIARY; TRAVEL WEBSITE

Document Type: Research Article

Publication date: 2007-06-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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