Manuscript Title:

VISITOR EXPERIENCE TOWARDS DIGITAL PAYMENTS AMONG TOURISTS

Author:

GARIMA SINGH, Dr. RAJEEV P. V.

DOI Number:

DOI:10.5281/zenodo.10352664

Published : 2023-12-10

About the author(s)

1. GARIMA SINGH - Junior Research Fellow, Institute of Management Studies, BHU, Varanasi, India.
2. Dr. RAJEEV P. V. - Professor, Institute of Management Studies, BHU, Varanasi, India.

Full Text : PDF

Abstract

The study aims to examine the impact of various constructs of UTAUT-2 on tourists’ behavioural intention to use digital payment services. The study also attempted to examine the impact of usage behaviour on financial strength of the tourists. Data for the study has been collected from tourists of Uttar Pradesh, India. The study has used Interview schedule as the main data collection. The collected data has been analysed through SPSS 26.0 and AMOS 26.0. The findings of the study led to the conclusion that all constructs of UTAUT-2 have a significant and positive impact on their behavioural intention to use digital payment services. The findings of this study imply that digital payment services are an effective tool for ensuring the financial strength of the tourists. The findings presented in this study are highly valuable for policymakers, business enterprises and academicians working in the field of digital payment services. This study provides a more comprehensive understanding of how people adopt and use technology, as well as the consequences of their actions. Finally, this study adds to the limited literature on the adoption and usage behaviour of digital payment apps in the context of Indian tourists.


Keywords

UTAUT-2, Digital Payment Services, Effort Expectancy, Performance Expectancy, Social Influence, Price Value, Promotional Offers, Facilitating Conditions, Habit, Behavioural Intention, Use Behaviour, Financial Strength.