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Abstract:
Technology has given a profound impact on how tourism industry develops in the recent decades. One of the important technology advancement area is cashless payment system.lt has been suggested that cashless payment system can enhance tourism experience and provide competitive advantage to market destinations. Currently, governments are actively promoting a cashless society in tourism sector. However, the study of the acceptance of tourists on cashless payment technology in destinations is still ra rely found. This study aims to investigate the acceptance of cashless payment using Technology Acceptance Model (TAM). To achieve the objective, a survey was carried out to confirm the relationship between cashless acceptance, attitude and the behavioral intention of cashless technology. In addition, Perceived Risk Reducer and Familiarity were also introduced to the model. The study found drivers of attitude regarding acceptance of cash less payment system and an understanding on how customer's response to the idea of using cashless payment in tourism setting.
Keywords: consumer behavior; destination marketing; tourism; cashless; payment system; technology acceptance model
JEL Classification M1 0; M15; M31; L83.
Introduction
Information and Communication Technology (ICT) is increasingly playing a critical role for competitiveness of tourism organizations and destinations as well as for the entire industry as a whole (Buhalis and Law 2008, UNWTO 2011 ). Internet technology has dramatical ly affected the changes in behavior of tourist (Mihaljovic 2014 ). Users of ICT can easily book ticket online and rooms, search information and make payment using their mobile. Understanding how IT impacts the behavior of consumers is critical foundation to develop sustainable marketing communication strategies (Xiang, Magnini, and Fesenmaier 2015).
One of the areas in tourism and technology, which become the focus of interest, was in the cashless payment system. The advancement of technology such as Radio Frequency Identification (RFID) and Near...
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