Published date: Aug 01 2022

Journal Title: KnE Social Sciences

Issue title: 2nd Virtual Conference on Social Science In Law, Political Issue and Economic Development

Pages: 378–385

DOI: 10.18502/kss.v7i12.11542

Ayu Esteka Sariayuesteka82@gmail.comSTIE Sakti Alam Kerinci, Jambi, Indonesia

Abdul Razak MunirHasanuddin University, Makasar, Indonesia

Jumidah MamingHasanuddin University, Makasar, Indonesia

Edia SatriaSTIE Sakti Alam Kerinci, Jambi, Indonesia

The current travel trends are increasingly inclined to the “back to nature” concept. In Kerinci Regency, Indonesia, tourism is expected to contribute to the area’s economic growth. The present study was conducted to analyze the factors in the marketing mix in tourism that influence the perceived ease of use of the Technology Acceptance Model (TAM) in using travel applications. The study uses primary data obtained or collected independently directly from the source through a questionnaire and interviews with 400 respondents. The TAM was tested using SEM (Structural Equation modeling) with Amos 25. The results showed that the variable price and people had a significant effect on the TAM. Additionally, the TAM influences people’s intention to use travel applications.

Keywords: marketing mix tourism, Technology Acceptance Model (TAM), intention to use travel application

[1] S. Gössling, “Tourism, technology and ICT: a critical review of affordances and concessions.,” Journal of Sustainable Tourism. vol. 29, no. 5, pp. 733–750, 2021.

[2] K.B. Melese and T.H. Belda, “Determinants of Tourism Product Development in Southeast Ethiopia: Marketing Perspectives.,” Sustainability. vol. 13, no. 23, pp. 1–21, 2021.

[3] L. Fedoryshyna, O. Halachenko, A. Ohiienko, A. Blyznyuk, R. Znachek, and N. Tsurkan, “Digital marketing in strategic management in the field of the tourism.,” Journal of Information Technology Management. vol. 13, pp. 22–41, 2021.

[4] T.D. Vila, E.A. González, N.A. Vila, and J.A.F. Brea, “Indicators of website features in the user experience of e-tourism search and metasearch engines.,” Journal of Theoretical and Applied Electronic Commerce Research. vol. 16, no. 1, pp. 18–36, 2021.

[5] K. Venugopal and D. Vishnu Murty, “Impact of e-marketing promotions on the performance of religious tourism: In case of Srikakulam District, A.P, India.,” International Journal of Engineering and Advanced Technology. vol. 8, no. 6 Special Issue 3, pp. 1289–1292, 2019.

[6] E. Ciriković, “Marketing Mix in Tourism.,” Academic Journal of Interdisciplinary Studies. vol. 3, no. 2, pp. 111–116, 2014.

[7] N. Simasathiansophon, “Development of marketing mix strategy for spa business.,” International Journal of Recent Technology and Engineering. vol. 8, no. 2 Special Issue 11, pp. 4162–4166, 2019.

[8] K.C. Thwala and E. Slabbert, “The effectiveness of the marketing mix for guesthouses.,” African Journal of Hospitality, Tourism and Leisure. vol. 7, no. 2, pp. 1–15, 2018.

[9] T. Barnett, A.W. Pearson, R. Pearson, and F.W. Kellermanns, “Five-Factor Model Personality Traits as Predictors of Perceived and Actual Usage of Technology.,” European Journal of Information Systems. vol. 24, no. 4, pp. 374–390, 2015.

[10] T. Buchanan, P. Sainter, and G. Saunders, “Factors affecting faculty use of learning technologies: Implications for models of technology adoption.,” Journal of Computing in Higher Education. vol. 25, no. 1, pp. 1–11, 2013.

[11] G. Alkhatib and S.T. Bayouq, “A TAM-Based Model of Technological Factors Affecting Use of E-Tourism.,” International Journal of Tourism and Hospitality Management in the Digital Age. vol. 5, no. 2, pp. 50–67, 2020.

[12] S. Singh and P. Srivastava, “Social media for outbound leisure travel: a framework based on technology acceptance model (TAM).,” Journal of Tourism Futures. vol. 5, no. 1, pp. 43–61, 2019.

[13] M.J.S. Hasni, M.F. Farah, and I. Adeel, “The technology acceptance model revisited: empirical evidence from the tourism industry in Pakistan.,” Journal of Tourism Futures. vol. ahead-of-p, no. ahead-of-print, pp. 1–21, 2021.

[14] S.Y. Lin, P.J. Juan, and S.W. Lin, “A tam framework to evaluate the effect of smartphone application on tourism information search behavior of foreign independent travelers.,” Sustainability (Switzerland). vol. 12, no. 22, pp. 1–15, 2020.

[15] W. Phatthana and N.K.N. Mat, “The Application of Technology Acceptance Model (TAM) on health tourism e-purchase intention predictors in Thailand.,” 2010 International Conference on Business and …. vol. 1, pp. 196–199, 2011.

[16] M.H. Bahador, “The Effect of Marketing Mix on Organizations Performance.,” 1st Strategic Management Conference. vol. 1, no. October, p. 10, 2019.

[17] A.M.H. Pardede, Y.B. Sembiring, A. Iskandar, et al., “Implementation of Data Mining to Classify the Consumer’s Complaints of Electricity Usage Based on Consumer’s Locations Using Clustering Method,.” Journal of Physics: Conference Series. vol. 1363, no. 1, pp. 1–7, 2019.

[18] T.L. Huang and S. Liao, “A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness.,” Electronic Commerce Research. vol. 15, no. 2, pp. 269–295, 2015.

[19] H. Awawdeh, H. Abulaila, A. Alshanty, and A. Alzoubi, “Digital entrepreneurship and its impact on digital supply chains: The mediating role of business intelligence applications.,” International Journal of Data and Network Science. vol. 6, no. 1, pp. 233–242, 2022.

[20] Elizar, Suripin, and M.A. Wibowo, “Model of Construction Waste Management Using AMOS-SEM for Indonesian Infrastructure Projects.,” MATEC Web of Conferences. vol. 138, pp. 1–8, 2017.

[21] H. bumm Kim, T. (Terry) Kim, and S.W. Shin, “Modeling roles of subjective norms and eTrust in customers’ acceptance of airline B2C eCommerce websites,.” Tourism Management. vol. 30, no. 2, pp. 266–277, 2009.