An applied research and model proposal on the attitudes and acceptance of tourism consumers towards NFC-based mobile technologies in Turkey

With the advancement of technology, computer-human interaction has improved significantly. After the 1990s, information and communication technologies (ICT), which entered into a rapid development process with the internet and mobility especially, also rapidly evolved the production/ consumption behavior of societies. Like many industries that have to adapt to this global change, the tourism industry has begun to offer mobile-based services to its consumers. In this context, NFC technologies are among the mobile technologies affecting the tourism industry. Thus, it is aimed to determine the factors that affect the behavioral intent and usage behavior of domestic and foreign tourism consumers towards NFC mobile Technologies in the tourism industry which is one of the pioneer industries of Turkey. For this purpose, the Unified Technology Acceptance Model (UTAUT-2 / BTKKT-2) developed by Venkatesh et. al (2012) has been used as the basic model based on the theoretical and empirical literature within the framework of technology acceptance models and theories. However, in accordance with the research aims, the BTKKT-2 model was transformed into a new extended hybrid research model with technical, social, and individual dimensions, by supporting the model with the Innovation Diffusion Theory (IDT/IYT), and also by adding three different external variables to the research model. The sample was chosen within domestic and foreign tourism consumers of the Turkish tourism Industry. The questionnaire was used as data collection tool and was implemented with 437 participants, who were reached face to face and online channels. SPSS 22.0 and AMOS 23.0 statistical analysis programs were used to analyze the collected data. Explanatory Factor Analysis, Confirmatory Factor Analysis, SEM-Path Analysis were implemented within the scope of analyzing measurement model. As a result of the analyzes carried out: it was found that the proposed model explained 83% of its intention to use. This situation shows that performance expectation, perceived technology security, social impact, hedonic motivation, triability, social withdrawal, and individual innovation factors have a strong and statistically significant effect on tourism consumers' intention to use NFC technology. This research and hybrid model are expected to make an important theoretical contribution to future studies.