PERCEPTION OF BUSINESS TRAVELLERS TOWARDS TECHNOLOGY ADOPTION: AN EMPIRICAL STUDY OF ONLINE TRAVEL PORTALS

Abstract

The technology has revolutionized the tourism industry today. Many tourism businesses have utilized the power of the Internet to the fullest in their online as well as direct marketing initiatives. The business travellers who are an integral part of the tourism industry are exchanging information than never before as the world is witnessing a drastic shift in online travel space. This study suggests and tests a mechanism to assess the perception of business travellers towards adopting technology while booking their trips. To assess the perception of business travellers regarding technology adoption, 12 variables were selected. Factor Analysis was utilized to reduce these 12 variables into 3 factors. A multiple regression was employed to eventually identify the perception of business travellers towards technology adoption. The ANOVA (F-test) specifies that the scale/ factor i.e. “Responses of Business Travellers” was quite significant. Further statistical Analysis displays that the significant value (p-value) of F-test came out to be 0.000, which means that all three explanatory variables i.e. service, awareness and network are highly significant with respect to the responses of Business Travellers regarding technology adoption.

Keywords

• business travellers
• perception
• technology
• online travel portals