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Online Reservation Intention of Tourist Attractions in the COVID-19 Context: An Extended Technology Acceptance Model

Author

Listed:
  • Yuzong Zhao

    (School of Tourism and Geography Science, Qingdao University, Qingdao 266071, China)

  • Hui Wang

    (School of Tourism and Geography Science, Qingdao University, Qingdao 266071, China)

  • Zhen Guo

    (Shenzhen Tourism College, Jinan University, Shenzhen 518053, China)

  • Mingli Huang

    (College of Environmental Science and Engineering, Qingdao University, Qingdao 266071, China)

  • Yongtao Pan

    (School of Tourism and Geography Science, Qingdao University, Qingdao 266071, China)

  • Yongrui Guo

    (School of Tourism and Geography Science, Qingdao University, Qingdao 266071, China)

Abstract

Travel reservation is an important way to improve tourist experiences and digitally manage tourist attractions in the COVID-19 context. However, few studies have focused on the online reservation intentions of tourist attractions and its influencing factors. Based on the theory of the technology acceptance model (TAM), two variables (perceived risk and government policy) are introduced to expand on the theoretical model. This study investigates the influence of subjective norms, government policy, perceived usefulness, perceived ease of use, and perceived risk on reservation intentions of tourist attractions. An online survey was conducted in China, and 255 questionnaires were collected. The data were analysed using SPSS 26.0 and AMOS 28.0 to construct a structural equation modelling and analyse the path. The findings show that (1) subjective norms have no significant impact on reservation behaviours under voluntary situations; (2) perceived usefulness positively affects tourists’ reservation intention; and (3) perceived risk has a significant negative impact on reservation intention, and government policy is the main factor affecting tourists’ reservation intentions. These findings enhance the understanding of tourists’ reservation intentions and extend the TAM theory. From the practice perspective, tourist attraction operators should continue to strengthen the construction of the reservation system, improve tourists’ experiences, reduce the perceived risk of tourists, and other stakeholders such as the government should strengthen cooperation, promote the reservation system, and create a good reservation atmosphere.

Suggested Citation

  • Yuzong Zhao & Hui Wang & Zhen Guo & Mingli Huang & Yongtao Pan & Yongrui Guo, 2022. "Online Reservation Intention of Tourist Attractions in the COVID-19 Context: An Extended Technology Acceptance Model," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:10395-:d:893921
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    1. Huang, Wenli & Pan, Xiaofeng & Peng, You & Lu, Yuan, 2024. "Senior tourists’ acceptance for tourism-related mobile apps: An integrated model based on BWS case 1 and ordered choice data," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Mahaganapathy Dass & Puvaneswaran Kunasekaran & Charanjit Kaur & Sarjit S. Gill, 2022. "Exploring the Role of Community Empowerment in Urban Poverty Eradication in Kuala Lumpur, Malaysia," Sustainability, MDPI, vol. 14(18), pages 1-9, September.
    3. Peace Ankor & Ntow-Gyan Kwame & Jane Dery & Edwina Asamoah & Laura Lardi Issaka, 2025. "Forms and Benefits of Online Reservation Systems: Empirical Evidence from a Census of Star-Rated Hotels in Accra," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(8), pages 368-384, August.

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