A Modified Innovation Resistance Theory Approach to E-Tourism Resistance Intention in Bangladesh

Abstract

Technology adoption in business is essential for advancement, even if it frequently encounters user resistance. The current study model examined the resistance to adopting e-tourism by online tourists in Bangladesh using the innovation resistance theory (IRT) components such as usage barriers, value barriers, risk barriers, tradition barriers, and image barriers. The influence of technophobia and facilitating conditions were considered to extend the IRT model. The purposive sampling technique was utilized in this study. Data were collected using both Google Forms and printed questionnaires from users of online travel agencies in Bangladesh. Structural Equation Modeling (SEM) was used to analyze data from 292 online travelers. SPSS version 25 and AMOS version 26 were used for the analysis. Results showed that technophobia is the leading cause of resistance to e-tourism, followed by facilitating conditions, risk barriers, tradition barriers, and usage barriers. However, the current study has significant theoretical and practical ramifications for executives of the e-tourism industry with regard to developing strategies to deal with the factors responsible for the resistance to e-tourism.