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The Adoption of E-Ticketing for Sustainable Tourism: Perceived Influence of Technological, Socio-Economic, and Administrative Factors

Md ShahzalalDepartment of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur P.O. Box 5404, BangladeshSumon MahmudDepartment of Marketing, Faculty of Business Studies, Begum Rokeya University, Rangpur P.O. Box 5404, BangladeshMd. Soleman MollikDepartment of Business Administration in Marketing, Faculty of Business Studies, Bangladesh University of Professionals, Mirpur Cantonment, Dhaka P.O. Box 1216, BangladeshMohammad SahabuddinDepartment of Finance and Banking, University of Science and Technology Chittagong, Chattogram P.O. Box 4202, BangladeshZokir MamadiyarovDepartment of Economics, Mamun University, Khiva P.O. Box 220900, UzbekistanMosab I. TabashCollege of Business, Al Ain University, Al Ain P.O. Box 64141, United Arab Emirates

Tourism and Hospitalityjournal2026en

ABI

Annotatsiya

While the adoption of e-ticketing has been studied in various disciplines, few studies have examined tourists’ intention to adopt e-ticketing for visiting small island and valley tourism sites. This study extends the Technology Acceptance Model and the Theory of Planned Behavior by incorporating security and privacy concerns, price fairness, electronic word-of-mouth, destination management effectiveness, government incentives, and environmental concern to examine the antecedents of tourists’ behavioral intention to adopt e-ticketing. Data were collected from 375 purposively sampled on-street respondents in Sajek Valley and Saint Martin’s Island, Bangladesh. The data were analyzed using partial least squares structural equation modeling. The findings show that perceived usefulness, price fairness, subjective norms, perceived ease of use, environmental concern, and destination management effectiveness affect tourists’ attitudes toward e-ticketing adoption. However, security and privacy concerns have a negative but statistically insignificant influence on attitudes. Attitude is a significant determinant of behavioral intention, and government incentives moderate the relationship between attitude and behavioral intention. The study offers implications for policymakers, online marketers, and destination managers.

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Mavzular

Technology Adoption and User Behaviour Digital Marketing and Social Media Diverse Aspects of Tourism Research

Identifikatorlar

DOI: 10.3390/tourhosp7050130

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