Technology Acceptance Model in Hospitality Management: A Systematic Review

Authors

DOI:

https://doi.org/10.18089/tms.20260104

Keywords:

Technology Acceptance Model (TAM), Conceptual framework, Hospitality Management, Systematic review

Abstract

The purpose of this paper is to perform a systematic review of the representative research of the Technology Acceptance Model (TAM) application within the hospitality literature. The present study used the Web of Science and Scopus databases to identify and review 119 relevant studies spanning 2008-2024. The review concerns the analysis and classification of theories, the empirical context, and causal analysis in the relevant studies. The findings of this study indicate that Social Identity Theory is the most frequently used theoretical framework for modifying and extending the TAM. Furthermore, the study identifies moderators and mediators, including technology attributes, instrumental motives, and emotional motives. Finally, the most researched hospitality technologies are social media, online booking systems, and artificial intelligence (AI). This paper identifies some knowledge gaps in the current literature and suggests potential agendas for further investigation. Moreover, this paper proposes a comprehensive model for advancing knowledge of technology acceptance in hospitality management.

Author Biographies

  • Wu Shuang Li, Universiti Teknologi Malaysia

    Wushuang Li is a PhD candidate in Management at Universiti Teknologi Malaysia. Her research interests include tourism and hospitality management, technology adoption, and consumer behaviour. She holds a Master of Social Science from Hong Kong Baptist University and a bachelor’s degree in hospitality management from the Macao University of Science and Technology. Prior to her doctoral studies, she served as a Lecturer specialising in hospitality management in Guangzhou, China. Her work has been published in international peer-reviewed journals, and she applies advanced quantitative methods to examine emerging technologies in the tourism and hospitality industry.

  • Chin Fei Goh, Universiti Teknologi Malaysia

    Chin Fei Goh is a Senior Lecturer at the Faculty of Management, Universiti Teknologi Malaysia. He holds a PhD in Management from Universiti Teknologi Malaysia, as well as an MSc in Finance from the University of Gothenburg, Sweden, and an MSc in Business Administration from Blekinge Institute of Technology, Sweden. He was a visiting scholar at National Yang Ming University and Hebei University. His research has been published in journals such as Telematics and Informatics, Asian Business & Management, and the SAGE OPEN.

  • Owee Kowang Tan, Universiti Teknologi Malaysia

    Owee Kowang Tan has been with Universiti Teknologi Malaysia (UTM) since 2013 and is currently an Associate Professor of Management at the Faculty of Management. He holds a PhD in Management and a master’s degree in technology management from Universiti Teknologi Malaysia. He has over 20 years of industrial experience in new product development, operations, and quality management. His research interests include operations management, Lean Six Sigma, new product development, quality management, and project management. He has authored and co-authored over 100 scholarly publications.

  • Puong Koh Hii, Tunku Abdul Rahman University of Management and Technology

    Puong Koh Hii is a Lecturer at the Faculty of Business, Raffles University, with extensive experience teaching management-related disciplines at the tertiary level. He holds a PhD in Management from Universiti Teknologi Malaysia. His research interests focus on information technology adoption, Multi-Criteria Decision Making (MCDM), and educational management. His scholarly work has been published in peer-reviewed journals, and he has presented his research at both national and international academic conferences. He was also invited to serve as a Keynote Speaker at the EduCon Singapore – International Conference on Education.

References

Adeyinka-Ojo, S., Lee, S., Abdullah, S. K., & Teo, J. (2020). Hospitality and tourism education in an emerging digital economy. Worldwide Hospitality and Tourism Themes, 12(2), 113-125. https://doi.org/10.1108/WHATT-12-2019-0075

Al-Rahmi, W. M., Yahaya, N., Aldraiweesh, A. A., Alamri, M. M., Aljarboa, N. A., Alturki, U., & Aljeraiwi, A. A. (2019). Integrating technology acceptance model with innovation diffusion theory: An empirical investigation on students’ intention to use E-learning systems. Ieee Access, 7, 26797-26809. https://doi.org/10.1109/ACCESS.2019.2899368

Albayrak, T., González-Rodríguez, M. R., Caber, M., & Karasakal, S. (2023). The Use of Mobile Applications for Travel Booking: Impacts of Application Quality and Brand Trust. Journal of Vacation Marketing, 29(1), 3-21. https://doi.org/10.1177/13567667211066544

Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79. https://doi.org/10.1016/j.tourman.2014.06.006

Boo, H. C., & Chua, B. L. (2022). An integrativemodel of facial recognition check-in technology adoption intention: the perspective of hotel guests in Singapore. International Journal of Contemporary Hospitality Management, 34(11), 4052-4079. https://doi.org/10.1108/ijchm-12-2021-1471

Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., & Hofacker, C. (2019). Technological disruptions in services: lessons from tourism and hospitality. Journal of Service Management, 30(4), 484-506. https://doi.org/10.1108/JOSM-12-2018-0398

Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898-911. https://doi.org/10.1016/j.tourman.2010.04.007

Chen, S. C., Jong, D., Hsu, C. S., & Lin, C. H. (2023). Understanding Extended Theory of Planned Behavior to Access Backpackers' Intention in Self-Service Travel Websites. Journal of Hospitality & Tourism Research, 47(1), 106-132. https://doi.org/10.1177/1096348021994166

Cheng, S., & Cho, V. (2011). An integrated model of employees' behavioral intention toward innovative information and communication technologies in travel agencies. Journal of Hospitality & Tourism Research, 35(4), 488-510. https://doi.org/10.1177/1096348010384598

Chong, A. Y. L., Khong, K. W., Ma, T., McCabe, S., & Wang, Y. (2018). Analyzing key influences of tourists' acceptance of online reviews in travel decisions. Internet research, 28(3), 564-586. https://doi.org/10.1108/IntR-05-2017-0212

Chou, S. F., Horng, J. S., Liu, C. H., Yu, T. Y., & Kuo, Y. T. (2022). Identifying the critical factors for sustainable marketing in the catering: The influence of big data applications, marketing innovation, and technology acceptance model factors. Journal of Hospitality and Tourism Management, 51, 11-21. https://doi.org/10.1016/j.jhtm.2022.02.010

Dieck, M. C. T., & Jung, T. (2018). A theoretical model of mobile augmented reality acceptance in urban heritage tourism. Current Issues in Tourism, 21(2), 154-174. https://doi.org/10.1080/13683500.2015.1070801

Fong, S. F., Ong, Y. X., Ating, R., & Besa, M. S. (2024). Exploring the intermediary effects of TikTok on Generation Z’s visit intention. Journal of Vacation Marketing, 13567667241229449. https://doi.org/10.1177/13567667241229449

Guo, Q., Zhu, D., Li, F., Wang, X., & Shu, Y. (2024). Tourists' Adoption of Extended Reality Technologies: A MetaAnalytical Structural Equation Modeling. Journal of Hospitality & Tourism Research, 48(3), 450-463. https://doi.org/10.1177/10963480221108906

Hatamifar, P., Ghaderi, Z., & Nikjoo, A. (2021). Factors affecting international tourists' intention to use local mobile apps in online purchase. Asia Pacific journal of tourism research, 26(12), 1285-1301. https://doi.org/10.1080/10941665.2021.1983626

Häuberer, J. (2011). Social capital theory (Vol. 4). Berlin: Springer Fachmedien.

Hew, J. J., Leong, L. Y., Tan, G. W. H., Lee, V. H., & Ooi, K. B. (2018). Mobile social tourism shopping: A dual-stage analysis of a multi mediation model. Tourism Management, 66, 121-139. https://doi.org/10.1016/j.tourman.2017.10.005

Hogg, M. A. (2016). Social identity theory. Springer.

Huang, W. J., Zhang, J. X., Lin, S. S., & Zhang, X. Y. (2023). Traveling virtually amid the pandemic: antecedents and moderating effects of past visitation experience. Asia Pacific journal of tourism research, 28(7), 745-762. https://doi.org/10.1080/10941665.2023.2264970

Im, J., & Hancer, M. (2017). What Fosters Favorable Attitudes Toward Using Travel Mobile Applications? Journal of Hospitality Marketing & Management, 26(4), 361-377. https://doi.org/10.1080/19368623.2017.1248805

Jiang, Y., Rao, Y., Balaji, M., & Xu, D. X. (2020). Travel posts on WeChat moments: A model for eWOM effectiveness. Tourism Analysis, 25(1), 123-136. https://doi.org/10.3727/108354220X15758301241693

Jung, T. H., Lee, H., Chung, N., & Dieck, M. C. T. (2018). Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management, 30(3), 1621-1645. https://doi.org/10.1108/ijchm-02-2017-0084

Kang, J. H., Jang, J. C., & Jeong, C. (2018). Understanding museum visitor satisfaction and revisit intentions through mobile guide system: moderating role of age in museum mobile guide adoption. Asia Pacific journal of tourism research, 23(2), 95-108. https://doi.org/10.1080/10941665.2017.1410190

Kang, J. W., & Namkung, Y. (2019a). The information quality and source credibility matter in customers' evaluation toward food O2O commerce. International Journal of Hospitality Management, 78, 189-198. https://doi.org/10.1016/j.ijhm.2018.10.011

Kang, J. W., & Namkung, Y. (2019b). The role of personalization on continuance intention in food service mobile apps A privacy calculus perspective. International Journal of Contemporary Hospitality Management, 31(2), 734-752. https://doi.org/10.1108/ijchm-12-2017-0783

Kim, M., & Qu, H. L. (2014). Travelers' behavioral intention toward hotel self-service kiosks usage. International Journal of Contemporary Hospitality Management, 26(2), 225-245. https://doi.org/10.1108/ijchm-09-2012-0165

Kim, T., Jung‐Eun Yoo, J., Lee, G., & Kim, J. (2012). Emotional intelligence and emotional labor acting strategies among frontline hotel employees. International Journal of Contemporary Hospitality Management, 24(7), 1029-1046. https://doi.org/10.1108/09596111211258900

Kim, T., Suh, Y. K., Lee, G., & Choi, B. G. (2010). Modelling Roles of Task-technology Fit and Self-efficacy in Hotel Employees' Usage Behaviours of Hotel Information Systems. International Journal of Tourism Research, 12(6), 709-725. https://doi.org/10.1002/jtr.787

Kowalczyk-Aniol, J., & Nowacki, M. (2020). Factors influencing Generation Y's tourism-related social media activity: the case of Polish students. Journal of hospitality and tourism technology, 11(3), 543-558. https://doi.org/10.1108/jhtt-03-2019-0049

Lee, T. H., & Jan, F. H. (2018). Ecotourism Behavior of Nature-Based Tourists: An Integrative Framework. Journal of Travel Research, 57(6), 792-810. https://doi.org/10.1177/0047287517717350

Lee, W., Xiong, L. N., & Hu, C. (2012). The effect of Facebook users' arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management, 31(3), 819-827. https://doi.org/10.1016/j.ijhm.2011.09.018

Leung, X. Y., & Tanford, S. (2016). What Drives Facebook Fans to "Like" Hotel Pages: A Comparison of Three Competing Models. Journal of Hospitality Marketing & Management, 25(3), 314-345. https://doi.org/10.1080/19368623.2015.1014125

Li, T., & Chen, Y. (2019). Will virtual reality be a double-edged sword? Exploring the moderation effects of the expected enjoyment of a destination on travel intention. Journal of Destination Marketing & Management, 12, 15-26. https://doi.org/10.1016/j.jdmm.2019.02.003

Li, Y., & Wang, C. L. (2022). Effect of customer's perception on service robot acceptance [Article]. International Journal of Consumer Studies, 46(4), 1241-1261. https://doi.org/10.1111/ijcs.12755

Liu, H., & Park, K. S. (2024). Exploring the impact of metaverse tourism experiences on actual visit intentions: An integrated model of presence, the Technology Acceptance Model, and the Theory of Planned Behavior. International Journal of Tourism Research, 26(1), e2616. https://doi.org/10.1002/jtr.2616

Liu, Y., Pu, B., Guan, Z. Z., & Yang, Q. Z. (2016). Online Customer Experience and Its Relationship to Repurchase Intention: An Empirical Case of Online Travel Agencies in China. Asia Pacific journal of tourism research, 21(10), 1085-1099. https://doi.org/10.1080/10941665.2015.1094495

Liu-Lastres, B., Wen, H., & Huang, W.-J. (2023). A reflection on the Great Resignation in the hospitality and tourism industry. International Journal of Contemporary Hospitality Management, 35(1), 235-249. https://doi.org/IJCHM-05-2022-0551

Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour, 20(1), 15. https://doi.org/10.1002/cb.1854

Mejia, C. (2019). Influencing green technology use behavior in the hospitality industry and the role of the “green champion”. Journal of Hospitality Marketing & Management, 28(5), 538-557. https://doi.org/10.1080/19368623.2019.1539935

Mogaji, E., Viglia, G., Srivastava, P., & Dwivedi, Y. K. (2024). Is it the end of the technology acceptance model in the era of generative artificial intelligence? International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-08-2023-1271

Montargot, N., & Ben Lahouel, B. (2018). The acceptance of technological change in the hospitality industry from the perspective of front-line employees. Journal of Organizational Change Management, 31(3), 637-655. https://doi.org/10.1108/JOCM-10-2016-0192

Moon, Y. J., Kim, W., & Ham, S. (2014). Users' intentions to employ a Point-Of-Sale system. Service Industries Journal, 34(11), 901-921. https://doi.org/10.1080/02642069.2014.915947

Morosan, C., & Jeong, M. Y. (2008). Users' perceptions of two types of hotel reservation Web sites. International Journal of Hospitality Management, 27(2), 284-292. https://doi.org/10.1016/j.ijhm.2007.07.023

Parvez, M. O., Arasli, H., Ozturen, A., Lodhi, R. N., & Ongsakul, V. (2022). Antecedents of human-robot collaboration: theoretical extension of the technology acceptance model. Journal of hospitality and tourism technology, 13(2), 240-263. https://doi.org/10.1108/jhtt-09-2021-0267

Phaosathianphan, N., & Leelasantitham, A. (2021). An intelligent travel technology assessment model for destination impacts of tourist adoption. Tourism Management Perspectives, 40, 17, Article 100882. https://doi.org/10.1016/j.tmp.2021.100882

Pillai, R., & Sivathanu, B. (2020). Adoption of AI-based chatbots for hospitality and tourism. International Journal of Contemporary Hospitality Management, 32(10), 3199-3226. https://doi.org/10.1108/IJCHM-04-2020-0259

Pu, B., Du, F., Zhang, L., & Qiu, Y. (2021). Subjective knowledge and health consciousness influences on health tourism intention after the COVID-19 pandemic: A prospective study. Journal of Psychology in Africa, 31(2), 131-139. https://doi.org/10.1080/14330237.2021.1903181

Punchoojit, L., & Hongwarittorrn, N. (2017). Usability studies on mobile user interface design patterns: a systematic literature review. Advances in Human-Computer Interaction, 2017. https://doi.org/10.1155/2017/6787504

Quan, W., Kim, S., Hailu, T. B., Ahmad, W., & Han, H. S. (2023). Exploring travelers' readiness to adopt cryptocurrency payment (vs mobile payment). Current Issues in Tourism, 18. https://doi.org/10.1080/13683500.2023.2240474

Quan, W., Moon, H., Kim, S., & Han, H. S. (2023). Mobile, traditional, and cryptocurrency payments influence consumer trust, attitude, and destination choice: Chinese versus Koreans [Article]. International Journal of Hospitality Management, 108, 12, Article 103363. https://doi.org/10.1016/j.ijhm.2022.103363

Radic, A., Quan, W., Ariza-Montes, A., Lee, J. S., & Han, H. S. (2022). You can't hold the tide with a broom: Cryptocurrency payments and tourism in South Korea and China. Tourism Management Perspectives, 43, 18. https://doi.org/10.1016/j.tmp.2022.101000

Sahli, A. B., & Legohérel, P. (2016). The tourism Web acceptance model: A study of intention to book tourism products online. Journal of Vacation Marketing, 22(2), 179-194. https://doi.org/10.1177/1356766715607589

Sancho-Esper, F., Ostrovskaya, L., Rodriguez-Sanchez, C., & Campayo-Sanchez, F. (2023). Virtual reality in retirement communities: Technology acceptance and tourist destination recommendation. Journal of Vacation Marketing, 29(2), 275-290. https://doi.org/10.1177/13567667221080567

Sun, S., Lee, P. C., Law, R., & Zhong, L. (2020). The impact of cultural values on the acceptance of hotel technology adoption from the perspective of hotel employees. Journal of Hospitality and Tourism Management, 44, 61-69. https://doi.org/10.1016/j.jhtm.2020.04.012

Templier, M., & Pare, G. (2018). Transparency in literature reviews: an assessment of reporting practices across review types and genres in top IS journals. European Journal of Information Systems, 27(5), 503-550. https://doi.org/10.1080/0960085X.2017.1398880

Ting, K. C., Ting, P. H., & Hsiao, P. W. (2014). Why are bloggers willing to share their thoughts via travel blogs? International Journal of Technology Management, 64(1), 20. https://doi.org/10.1504/ijtm.2014.059237

Van der Have, R. P., & Rubalcaba, L. (2016). Social innovation research: An emerging area of innovation studies? Research Policy, 45(9), 1923-1935. https://doi.org/10.1016/j.respol.2016.06.010

Zhang, T. T., Seo, S., & Ahn, J. A. (2019). Why hotel guests go mobile? Examining motives of business and leisure travelers. Journal of Hospitality Marketing & Management, 28(5), 621-644. https://doi.org/10.1080/19368623.2019.1539936

Zheng, L., & Montargot, N. (2022). Anger and fear: effects of negative emotions on hotel employees' information technology adoption. International Journal of Productivity and Performance Management, 71(5), 1708-1727. https://doi.org/10.1108/IJPPM-01-2020-0013

Zhu, Z. X., Liao, L. H., & Hu, B. (2022). Factors correlated with online travel service adoption: a meta-analysis. Journal of hospitality and tourism technology, 13(4), 715-741. https://doi.org/10.1108/jhtt-10-2020-0284

Downloads

Published

25.01.2026

Issue

Vol. 22 No. 1 (2026)

Section

Tourism/Hospitality: Research Papers

License

Copyright (c) 2026 Tourism & Management Studies

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

The journal retains published articles’ copyrights, but they are simultaneously licensed under the Creative Commons Attribution License (CC BY-NC-ND), which allows individuals’ to share the relevant papers as long as authorship and publication in this journal are duly acknowledged.

How to Cite

Li, W. S., Goh, C. F., Tan, O. K., & Hii, P. K. (2026). Technology Acceptance Model in Hospitality Management: A Systematic Review. Tourism & Management Studies, 22(1), 41-55. https://doi.org/10.18089/tms.20260104

Most read articles by the same author(s)

1 2 3 4 5 6 7 8 9 10 > >> 

Similar Articles

1-10 of 647

You may also start an advanced similarity search for this article.