Factors that influence the adoption of digital technology among tourism SMEs in Kelantan, Malaysia.

• Main Authors: Nur Syazwani Zabidi, Nurul Haniza Mohd Zikri, Nurul Aina Farhana Marzuki
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2021
• Online Access: http://discol.umk.edu.my/id/eprint/3835/1/GROUP%20T39.pdf; http://discol.umk.edu.my/id/eprint/3835/

The use of digital technology has a significant impact on worldwide business growth and the tourism industry. This study seeks the relationship between performance expectancy, effort expectancy, social influence, behavioral intention, and adoption of digital technology among Tourism SMEs in Kelantan. Simple random sampling is used and responses from 122 respondents are collected. To analyze all the data, descriptive analysis, reliability testing, and Pearson correlation are used. The results have shown that the performance expectancy, effort expectancy, social influence, and behavioral intention positively value the relationship with digital technology adoption among Tourism SMEs in Kelantan. Hopefully, the information gathered during this study would assist the relevant parties in generating more revenue and profits, thereby improving the Malaysian economy.