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This paper constructs an integrated model that examines the adoption of online tourism purchases by consumers and how this adoption is influenced by individual perceptions of tourism value and personal innovativeness. The proposed model assimilates factors from the Unified Theory of Acceptance and Use of Technology (UTAUT) alongside personal innovativeness and tourism perception. Data was collected from 389 individuals and PLS-SEM was conducted to assess the hypotheses. The results indicate that the online purchasing intentions of tourists are significantly influenced by effort expectancy, performance expectancy, and social influence, more importantly, the structural relationships among performance expectancy, social influence, and behavioral intention of purchasing tourism services through the Internet differed across tourists due to varying perception of tourism. Implications are provided for scholars, website designers, and marketers.

Analyzing the adoption of online tourism purchases: effects of perceived tourism value and personal innovativeness