In my research that focusing on technology acceptance of tourists I am looking for the effect of culture in tourist acceptance.
The model is proposed UTAUT and my plan is to hold a survey among two clusters one for domestic tourists and the other one for international tourists among 5 main countries for tourist arrival.
Do I consider nationality or culture in my study?
I believe you are referring to the unified theory of acceptance and use of technology model. One of the components of the model is social influence, which make take many forms, including but not limited to in conformity, socialization, leadership, and peer pressure. The models lends itself to empirical testing in combination with the Hofstede's cultural dimensions.
Im, I., Hong, S., & Kang, M. S. (2011). An international comparison of technology adoption: Testing the UTAUT model. Information & Management, 48(1), 1-8.
Simeonova, B., Bogolyubov, P., Blagov, E., & Kharabsheh, R. (2014). Cross-cultural validation of UTAUT: the case of University VLEs in Jordan, Russia and the UK. Electronic Journal of Knowledge Management, 12(1).
Thank you dear Yulia.
FYI, I have read the first article from Im et al. (2011), my question is to compare 5 different cultures in a model is it true to compare them as a cluster sampling or I have to choose two cultures to evaluate the effect of of cultural differences?
Dear Napoleon,
Thank you very much for the description of culture. They are useful generally but apparently I raised my question in a general but in specific my focus is on the different national cultures and the probable effect on technology acceptance among domestic and international tourists.
By the way thank you for your consideration
Regards,
Aaeash
Hi Arash,
Maybe the following papers will be of help:
Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model
By: Escobar-Rodriguez, T.; Carvajal-Trujillo, E.
TOURISM MANAGEMENT Volume: 43 Pages: 70-88 Published: AUG 2014
2.
Influence of the user's psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework
By: San Martin, Hector; Herrero, Angel
TOURISM MANAGEMENT Volume: 33 Issue: 2 Pages: 341-350 Published: APR 2012
Hi,
This question could have a special meaning in light of the Covid 19 scenarios.
We co-authored a paper in the International Journal of Information Management (Rank: A*). It looks at cultural dimensions of Individualism/Collectivism and Uncertainty avoidance as moderators in the UTAUT model. Link to the paper is:
https://www.researchgate.net/publication/340084528_Modelling_internet_banking_adoption_in_Fiji_A_developing_country_perspective
Hi,
The acceptance of a new technology is age- dependent, and cultural background -depended. It is also related to the country's level of technology in general.
You can classify your target countries as either Eastern culture or Western culture, then compute a moderator analysis between two models to assess if there any significant diffirences accross these countries.
You can refer to our recent meta-analysis on UTAUT and culture as moderator:
https://www.sciencedirect.com/science/article/abs/pii/S0148296321002903
You can also see the effect from the lens of each country as moderator/MGA. It would be interesting to see how tourist from each country perceives your model. Thanks
Yes .. Take national culture as a moderator as per Hofstede model
This paper may be useful in this regard
How does culture influence digital banking? A comparative study based on the unified model
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