Exploring the moderating Role of Technology Readiness in the Relationship Between Innovation Resistance and Word-of-Mouth in Smartphone Payment Adoption Among Travelers

Document Type : Original Article

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Tourism Studies Department, High Institute for Tourism and Hotels (6 October)

10.21608/mfth.2025.423780

Abstract

This study connects the unified theory of acceptance and use of technology theory (UTAUT) barriers with tourists' recommendation behavior for Smartphone Payment systems (SPS) through behavioral intention and usage intention. This study aims to determine how technology readiness (TR) motivators and inhibitors function as moderators Between Innovation Resistance and Word-of-Mouth. The study data was collected from 275 customers who used smart mobile payment system to buy tickets or use travel-related services from Egyptian tourism organizations using convenience sampling. The data has been analyzed using partial least squares structural equation modeling and importance-performance map analysis. The findings indicate that Functional and psychological barriers negatively impact the behavioral intention of tourists in APS. Furthermore, results highlight the importance of technology readiness of tourists in SPS uptake. The results advance consumer behavior theory and practice, supporting claims in innovation diffusion. Findings offer valuable insights for travel agents and government organizations to promote positive behaviors in the public and tourists, especially regarding SPS.

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