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 publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)


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 languageEnglish
Pages (from-to)211-226
Number of pages16
JournalJournal of International Consumer Marketing
Issue number3
Publication statusPublished - 26 May 2016


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

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing

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