Integrating the norm activation model and technology acceptance model to explain tourist intention to use public bike rental service

Abstract

Purpose

Travel destinations worldwide are seeking smart ways to reduce the negative impact of tourism, and the public bike rental service (PBRS) is one of them. To investigate the usage intention of this service among visitors, the author of this research employs an integrated approach consisting of two psychological frameworks: the Norm Activation Model (NAM) and the Technology Acceptance Model (TAM).

Design/methodology/approach

The integrated NAM-TAM model is implemented to conduct a survey (sample n = 777) with visitors to Hanoi, Danang, and Ho Chi Minh City regarding the factors underlying their intentions to continue using the PBRS TNGo.

Findings

Structural equation models suggested that: (1) the NAM-TAM can explain behavioural intention to use a smart PBRS. Perceived Usefulness (PU), Perceived Ease of Use (PE), and Awareness of Consequences (AC) have positive and significant impacts on Attitude Towards Using (AT) and, thus, on Behavioural Intention to Use (BI). Also, Personal Norms (PN) positively influence BI. (2) Among the four independent variables, tourists' AC produces the most potent effect on the intention to continue using a PBRS.

Research limitations/implications

This study can start a new research direction of combining the NAM with other theoretical frameworks to explain customer behaviour in the field of sustainable tourism practices. Future research should explore the proposed model based on comparisons of different tourists’ backgrounds, including nationality, length of stay, spending level, visiting purpose, etc.

Practical implications

This research provides strategic implications for destination management organisations in boosting the use of PBRS amongst tourists, contributing to the environmental sustainability targets of the tourism industry.

Originality/value

This study responds to the existing gap by examining both functional value (indicated by PU and PE) and perceived environmental/social value (proxied by AC) in forming tourists’ attitudes towards PBRS and their usage intention. Our study, therefore, actively contributes to the research stream of tourist behaviour in the field of sustainable tourism practices from the altruistic behavioural perspective.

Citation

Nguyen, L.P., Hoang, D.P. and Vu, T.H. (2024), "Integrating the norm activation model and technology acceptance model to explain tourist intention to use public bike rental service", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-04-2024-0309