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Role of innovativeness and self-efficacy in tourism m-learning

Johra Kayeser Fatima (Faculty of Business, Government and Law, School of Management, University of Canberra, Canberra, Australia)
Parvez Ghandforoush (Department of Business Information Technology, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)
Mahmood Khan (Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)
Rita Di Masico (University of New South Wales, Sydney, Australia)

Tourism Review

ISSN: 1660-5373

Article publication date: 21 August 2017




This study aims to explore the opportunity offered through mobile learning (m-learning) to tourism education in the developing country context. To achieve this aim, the antecedent impact of self-efficacy and the moderator role of innovativeness on the attitude and intention to adopt m-learning have been investigated using the technology acceptance model (TAM).


A survey of 176 participants from three prominent tourism education institutes in Dhaka, Bangladesh, has been conducted. Partial least squares-based structural equation modeling (PLS-SEM) has been used to analyze the data.


While the findings confirmed the antecedent effect of self-efficacy on the intention to adopt m-learning, the moderating effect of innovativeness was not found to be as significant for the attitude-intention link.

Research limitations/implications

Data have been collected only from one country and from current tourism students. Future studies on several developing countries with different potential users would bring more in-depth insights.

Practical implications

Tourism education institutes need to focus on students’ self-efficacy to build a positive attitude and behavioral intention toward m-learning when launching mobile-based education services.


The study provides theoretical underpinnings enabling tourism educators to better understand tourism students’ behavioral intention to use m-learning, in particular in the developing country context. By applying TAM to tourism education to examine the effects of students’ self-efficacy and innovativeness, a better explanation of the adoption of m-learning in tourism education is provided.



Fatima, J.K., Ghandforoush, P., Khan, M. and Masico, R.D. (2017), "Role of innovativeness and self-efficacy in tourism m-learning", Tourism Review, Vol. 72 No. 3, pp. 344-355.



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Copyright © 2017, Emerald Publishing Limited

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