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Keywords: UTAUT
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Journal Articles
Smart hospitality: What drives consumers to accept AI services?
Available to Purchase
Journal of Hospitality and Tourism Insights (2026) 9 (2): 707–727.
Published: 30 September 2025
... (UTAUT). In addition to core constructs – performance expectancy (PE), effort expectancy (EE), social influence (SI), and facilitating conditions (FC) – the model incorporates trust (TR), hedonic motivation (HM), anthropomorphism (ATMP) and perceived risk (PR). It further examines personal innovativeness...
Journal Articles
Applying UTAUT and experiential consumption theory to understand the adoption of ChatGPT’s digitalized itinerary
Available to PurchaseDavood Ghorbanzadeh, Biju Theruvil Sayed, Hitmi Khalifa Alhitmi, Riyam Adnan Hasan, Mohammed Hasan Aldulaimi, Kdv Prasad
Journal of Hospitality and Tourism Insights (2025) 8 (9): 3339–3358.
Published: 13 May 2025
... planning applications by building upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and incorporating experiential consumption theory, specifically focusing on utilitarian and hedonic values. Design/methodology/approach This research surveyed 384 travelers who use mobile applications...
Journal Articles
Beyond reality: examining consumer intention to embrace metaverse within hospitality
Available to Purchase
Journal of Hospitality and Tourism Insights (2025) 8 (5): 1644–1664.
Published: 24 February 2025
... of technology” (UTAUT) by integrating additional constructs: “perceived cyber risk” (PCR), “trust” (TR), “personal innovativeness in IT” (PIT) and “hedonic motivation” (HM). Design/methodology/approach A quantitative research methodology was employed, utilizing data gathered through an online survey...
