Identification of effective factors and study of their impact on consumer acceptance of e-tourism in Iran

E-Commerce is growing rapidly and so is its major part, e-tourism. Although it is important to enhance its technology, but there is a necessity to understand the behavior of its consumer first. This study aims to identify fundamental factors influencing consumer acceptance of e-tourism websites in Iran. The theoretical background of the study is based on Technology Acceptance Model. We investigated the effect of Task Technology Fit, playfulness, trust and computer self-efficacy, as additional factors, on user acceptance of e-tourism websites. Our empirical findings from analyses of a survey data indicate that “attitude” toward use has the most effect on intention to use e-tourism. The result of this study enhanced our knowledge about critical success factors which influence e-tourism acceptance. Our findings help tourism operators, web developers and researchers to better understand consumer's behavior in e-tourism context.