The tourism Web acceptance model: A study of intention to book tourism products online

The tourism Web acceptance model (T-WAM) is a model of consumers' acceptance of information technology designed for e-tourism. The model aims to explain intention to book tourism products online better than other models do. Results from a survey collected from 389 Tunisian consumers show that the T-WAM is more robust than other models and theories (e.g. technology acceptance model, theory of planned behavior (TPB), decomposed TPB model, and flow theory) to explain behavioral intention in the context of e-tourism. The explained variance of intention to book is about 51% (R-2 = 50.6%). Results are discussed in detail, and recommendations, limitations, and suggestions for future research are provided.