Technology acceptance model and adoption of internet with e-purchase system among travel agencies in Kelantan

• Main Author: Foo Yee Han
• Format: Undergraduate Final Project Report
• Published: 2012
• Online Access: http://discol.umk.edu.my/id/eprint/5344/

Nowadays, a websites has become an essential promotion and sales approach in travel industry due to the rapid growth of internet technologies in Malaysia. Therefore, the development of e-purchasing system or e-commerce among the industries has also become a critical element to transform Malaysian into an information society. In this paper, an attempt is made to investigate the tourist acceptance of e-purchase system for adoption of travel agencies websites in Kelantan based on the Technology Acceptance Model. E-purchase system is not intended to replace the traditional travel agency setting, but to provide new opportunities for travel agency to promote and distribute the tourism products and services effectively to the customers. This research study examined the reason and determined the factors that let many people have the intention to purchase the tourism products such as air tiket, accommodation or vacation packages through online travel service providers like Air Asia, Agoda.com and Holiday Asia based on the application of Technology Acceptance Model as the underpinning theory in tourism setting. The Technology Acceptance Model presents that perceived ease of use and perceived usefulness predict application and it is often used to explain the acceptance of new technology and predict the consumer purchase intention. This research model is tested against data obtained from 150 tourist in Kelantan and the resulting data were analyzed through a process of multivariate analysis using structural equation model (SEM) via Analysis of moment Structures (AMOS) software.