A Cross-Cultural Validation of the Tourism Web Acceptance Model (T-WAM) in Different Cultural Contexts

Alia Besbes; Patrick Legohérel; Deniz Kucukusta Seyidir; Chun Hung Roberts Law

doi:10.1080/08961530.2016.1152524

A Cross-Cultural Validation of the Tourism Web Acceptance Model (T-WAM) in Different Cultural Contexts

Alia Besbes, Patrick Legohérel, Deniz Kucukusta Seyidir, Chun Hung Roberts Law

Research output: Journal article publication › Journal article › Academic research › peer-review

24 Citations (Scopus)

Abstract

ABSTRACT: Internet use has intensified worldwide. However, this evolution masks cultural differences in booking behaviors. This study investigates the effects of culture on the online booking practices of consumers from Tunisia and China. Differences in the structural patterns across the Tunisian (Arabic) and Chinese (Asian) cultural contexts are analyzed. We find that the model of technology acceptance for tourism online booking (tourism web acceptance model) holds for both countries. The effects of perceived risk or subjective norms, which are highly significant in the Tunisian context, attest to the important influence of culture on the online booking behaviors of consumers. Two cognitive constructs, namely, perceived usefulness and perceived ease of use, produce a greater effect on the online booking behaviors of those from Tunisia.

Original language	English
Pages (from-to)	211-226
Number of pages	16
Journal	Journal of International Consumer Marketing
Volume	28
Issue number	3
DOIs	https://doi.org/10.1080/08961530.2016.1152524
Publication status	Published - 26 May 2016

Keywords

Culture
e-tourism, intention
online booking
technology acceptance
tourism web acceptance model (T-WAM)

ASJC Scopus subject areas

Management Information Systems
Marketing

More information

10.1080/08961530.2016.1152524

Cite this

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A Cross-Cultural Validation of the Tourism Web Acceptance Model (T-WAM) in Different Cultural Contexts

Abstract

Keywords

ASJC Scopus subject areas

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