Applying tam theory to examine the consumer’s intentions of e-tourism services

This paper aims to study customers' intentional behavior using the E-tourism service by applying the TAM model. There were 176 valid questionnaires put into the analysis system of SPSS. The result indicates that two factors are not significantly affected by intentional behavior toward E-tourism services, including perceived ease and cost. The four remaining factors have impacted intention behavior toward E-tourism services: perceived usefulness, risk awareness, Subjective norm, and Perceived behavioral control. The t-test and ANOVA test results cannot find the difference in intention behavior in using E-tourism services among customer demographics. The result also indicates that the intended behavior of the customers in using E-tourism services is low, with a mean value just above three scores. The conclusion, recommendations, limitations, and future research suggestions are also discussed in this study.