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Keywords: Unified theory of acceptance and use of technology
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Journal Articles
Driving event tech adoption: extending UTAUT with perceived investment value
Available to Purchase
Journal of Hospitality and Tourism Insights (2026) 9 (6): 2626–2647.
Published: 16 February 2026
...Muhittin Cavusoglu; Seden Dogan; Cihan Cobanoglu Purpose This study investigates the factors influencing the adoption of new technologies among event professionals, extending the Unified Theory of Acceptance and Use of Technology ( UTAUT ) by integrating perceived investment value ( PIV...
