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Proposing the eTourism Adoption Model (eTAM) in the Context of Bangladesh

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Technology Application in the Tourism and Hospitality Industry of Bangladesh

Abstract

eTourism is a phenomenon that has been closely linked to the growth of Information and Communications Technology (ICT) and to understand the areas of tourism more than 30 years ago. The purpose of this study is to assess and examine theoretical framework of technology acceptance models to develop the eTourism Adoption Model (eTAM) in the context of Bangladesh. Mixed method research was applied for exploring the challenges and motivational factors for eTourism adoption. In order to propose the eTAM, this study investigated previous studies, theories of technology adoption and tourists’ expectations as the bases of literature review section to develop eTAM. The research then conducted in-depth interviews of the target respondents using a semi-structured questionnaire. Based on the literature review and in-depth interview outcomes, this study identified the factors of electronic Tourism Adoption Model (eTAM). eTAM provides a basic structure of tourists’ adoption of technologies to meet their demands and satisfaction. As believed, eTAM can support the concerned tourism agencies for policy making, demand and supply assessing, and guidelines for sustainable tourism development. Based on the outcome of this research, further study is recommended to measure the economic impacts of eTAM in Bangladesh and in the wider scenario of the South Asian countries.

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Authors and Affiliations

  1. Department of Tourism and Hospitality Management, University of Dhaka, Dhaka, Bangladesh

    Santus Kumar Deb

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  1. Santus Kumar Deb
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Correspondence to Santus Kumar Deb .

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  1. Tourism Consultants Network, The Tourism Society, London, UK

    Azizul Hassan

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Deb, S.K. (2021). Proposing the eTourism Adoption Model (eTAM) in the Context of Bangladesh. In: Hassan, A. (eds) Technology Application in the Tourism and Hospitality Industry of Bangladesh . Springer, Singapore. https://doi.org/10.1007/978-981-16-2434-6_1

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