Technology Driven Tourism: A PLS SEM Model of its Antecedents in Tourist Behavior Intention

The paper presents the impact of technology-driven tourism, identifies the antecedents of tourist behavioral intention concerning Indian tourism, and explores the need for information sharing on online platforms. Samples were collected from 450 respondents from various cities in India via the online questionnaire. A model was proposed, and relationships were tested using the Smart PLS 3. The findings indicate that social media (SM) and website attributes (WA) significantly influenced the behavioral intention (BI) of tourists. At the same time, e Word of Mouth (eWOM) did not significantly influence tourists' behavioral intention (BI). Also, the impact of mediating variables, i.e., behavioral subjective norms (BSN) and perceived behavioral control (PBC), is discussed. Recommendations to destination marketers and limitations of this study are provided