Investigating the Factors on Leisure Travellers Perceived Technology Adoption for Travel Booking

The technology has revolutionized the tourism industry today. Many tourism establishments have utilized the power of the Internet to the fullest in their online as well as direct marketing initiatives. The leisure travellers who are an essential part of the tourism industry have a visible presence in online travel space. This study suggests and tests a mechanism to assess the perception of leisure travellers towards adopting technology while booking their trips. To assess the perception of leisure travellers regarding technology adoption, 12 variables were selected through literature review. Factor Analysis was utilized to reduce these 12 variables into 3 factors. A multiple regression was employed to eventually identify the perception of leisure travellers towards technology adoption. 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. facility, awareness and linkage are highly significant with respect to the responses of Leisure Travellers regarding technology adoption. Testing of hypothesis further displays that there is statistically significant interrelationship between the variables of perceived technology adoption for travel booking among the leisure travellers.