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Keywords: Reasons
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Journal Articles
A tri-theory examination of GenAI adoption in academic research using BRT, UTAUT3, and IRT
Available to Purchase
Journal of Hospitality and Tourism Insights 1–19.
Published: 12 May 2026
...Naveed Ahmad Purpose This study aims to explore the reasons for and against factors that could substantially impact researchers' attitudes towards adopting ChatGPT for academic research, using BRT, UTAUT3, and IRT. Design/methodology/approach This study employed a quantitative research design...
Journal Articles
Tourism and hospitality SMEs and digital marketing: what factors influence their attitude and intention to use from the perspective of BRT, TAM and IRT
Available to Purchase
Journal of Hospitality and Tourism Insights (2025) 8 (4): 1546–1563.
Published: 19 December 2024
...Naveed Ahmad; Hafiz Muhammad Wasif Rasheed Purpose The purpose of this study is to investigate the reasons (for and against) affecting owners' attitudes and intentions to use digital marketing (DM) strategies in tourism and hospitality (T&H) small and medium enterprises (SMEs), by employing...
