While the adoption of e-ticketing has been studied in various disciplines, few studies have examined tourists’ intention to adopt e-ticketing for visiting small island and valley tourism sites. This study extends the Technology Acceptance Model and the Theory of Planned Behavior by incorporating security and privacy concerns, price fairness, electronic word-of-mouth, destination management effectiveness, government incentives, and environmental concern to examine the antecedents of tourists’ behavioral intention to adopt e-ticketing. Data were collected from 375 purposively sampled on-street respondents in Sajek Valley and Saint Martin’s Island, Bangladesh. The data were analyzed using partial least squares structural equation modeling. The findings show that perceived usefulness, price fairness, subjective norms, perceived ease of use, environmental concern, and destination management effectiveness affect tourists’ attitudes toward e-ticketing adoption. However, security and privacy concerns have a negative but statistically insignificant influence on attitudes. Attitude is a significant determinant of behavioral intention, and government incentives moderate the relationship between attitude and behavioral intention. The study offers implications for policymakers, online marketers, and destination managers.
Shahzalal et al. (Wed,) studied this question.