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Keywords: Interactivity
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Journal Articles
Journal Articles
Journal Articles
Journal of Hospitality and Tourism Insights (2026) 9 (1): 298–318.
Published: 24 September 2025
... Hypotheses were tested using partial least squares (PLS) structural equation modelling, based on a sample of 1800 respondents who had engaged in tourism activities within the previous two years. Findings The results reveal that perceived ease of use, perceived usefulness, interactivity, anthropomorphism...

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