Digital transformation of tourism: towards a model of technology acceptance by tourists in the Industry 5.0

Mina Khoshroo and Morteza Soltani

European Journal of Innovation Management, 2025, vol. 28, issue 5, 2101-2124

Abstract: PurposeWith the advent of Industry 5.0, digital transformation (DT) has received much attention in the tourism industry. Therefore, this research aims to provide a thematic map of the DT of tourism in Industry 5.0 and then provide a model for tourists’ acceptance of Industry 5.0 digital technologies.Design/methodology/approachFirst, a systematic literature review was done to provide the thematic map of this field, and the data were analyzed using the R-Tool. In the second step, a meta-analysis of all available studies on technology acceptance by tourists in Industry 5.0 was conducted, and the data were analyzed using CMA3 software.FindingsThe findings are divided into four main themes: motor themes (acceptance of technology by tourists); basic themes (smart tourism through digital technologies); niche themes (digital transformation of tourism in small and medium-sized enterprises) and essential or declining themes (digital transformation in destination marketing). The second part showed that performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM), price value (PV) and habit (HB) positively affect behavioral intention (BI). FC, HB and BI have a positive effect on use behavior (UB). Age variable moderates the impact of FC, HM and HB on BI but does not moderate the impact of PV on BI. Age variable moderates the effect of HB on UB. Gender variable moderates the impact of HB on UB but does not moderate the effect of FC, HM, PV and HB on BI. The experience variable moderates the effect of FC on BI, HB on UB and BI on UB but does not moderate the impact of HM and HB on BI.Originality/valueThis research is the first to present a thematic map of DT in the tourism industry in Industry 5.0. It is also the first research demonstrating the digital technology acceptance model by tourists in Industry 5.0.

Keywords: Digital transformation; Industry 5.0; Digital technologies; Transformational technologies; Technology acceptance model; Tourism industry (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-11-2023-1018

DOI: 10.1108/EJIM-11-2023-1018

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