A Study on the Assessment of Customer Readiness toward the Adoption of Technological Innovations in Indian Tourism Sector

Abstract

The research aims to explore the positive and negative impact of customer intention (CI) to use technology in India’s tourism sector. The study proposes a framework and Structural Equation Modeling is applied to determine the validity of the model and hypotheses are tested. This research uses mixed-method research where both qualitative and quantitative data are taken. The results showed that perceived ease of use, innovativeness, and benefits lead to customers' intention to use innovative technologies in tourism. Insecurity, unemployment, cyber security, and people unwilling to use technology are the main factors influencing the perceived risk of technology use in India.