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Journal of Theoretical and Applied Information Technology
31st December 2021. Vol.99. No 24
© 2021 Little Lion Scientific
ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
6222
THE IMPACT OF TOURIST’S INTENTION TO USE WEB 3.0:
A CONCEPTUAL INTEGRATED MODEL BASED ON TAM &
DMISM
MOHAMMED ABDO ALBAOM1, FATIMAH SIDI11*, MARZANAH A. JABAR2, RUSLI
ABDULLAH2, ISKANDAR ISHAK1, NUR ANITA YUNIKAWATI3, MAGISTYO PURBOYO
PRIAMBODO3, JATI HILIAMSYAH HUSEN4, OSSAMA ISSAC5, ABDO HASAN AL-HARASI6
1Department of Computer Science, Faculty of Computer Science and Information
Technology, Universiti Putra Malaysia
2Department of Software Engineering and Information System, Faculty of Computer Science and
Information Technology, Universiti Putra Malaysia
3Faculty of Economic, Universitas Negeri Malang, Indonesia
4School of Computing, Telkom University, Bandung, Indonesia
5Department Of Business Administration, Guangdong University of Finance, Guangdong, China
6Faculty of Business and Management, Universiti Teknologi MARA (UITM) Malaysia
*Corresponding Author: Fatimah Sidi fatimah@upm.edu.my
ABSTRACT
The rapid revolution of information technology has enhanced the global tourism industry that positively
changed the structure of economy in large scale. Today, tourists face difficulties to find information to
meet their needs or exceed their expectations due to the huge amount of information in the current Web
and tourism portals. This has made the tourists or travelers decision to visit a particular destination very
difficult. The main purpose of this research is to propose a conceptual integrated model to determine the
factors influencing tourist’s intentions to use Web3.0. Therefore, despite the enormous transformative
innovation that the Web3.0 will provide, there is still a significant gap between the current applied
systems and the new technology at this moment. Besides that, the literature has shown that there are only
few publications that used integrated theoretical model of Technology Acceptance Model (TAM) and
Delone and Mclean Information System Model (DMISM) to investigate tourist’s intention to use new
technology particularly Web 3.0. In addition, this research not only defines Web3.0, but also determines
the possible challenges, risks, and opportunities that are emerged from Web3.0 technology specifically
in the tourism domain. Moreover, while Web3.0 is prominent across businesses, there is surprisingly
very limited academic work devoted to study its effect on consumer’s intentions to use and the tourism
industry is not an exception. Consequently, this study will provide more insights, advance our
understanding and contribute to this growing area of research as well as the proposed integrated
conceptual model can serve as fundamental framework to be used in different domains.
Keywords: Web3.0, Technology Acceptance Model, Delone and Mclean Information System Model,
Tourists
1 INTRODUCTION
Tourism is one of the world’s largest businesses that
lead the service industries and is often regarded as
a critical determinant of business growth in the
global economy [1]. Authors in [2], [3] shows that
tourism is frequently regarded as an information-
intensive industry. Plus, knowledge in business is
mostly in the form of textual documents, thus
managing these documents is among the priority for
business players including the players in the
tourism industry [4]. As tourism is part of
businesses domain, information plays important
role in business decision making and high-quality
data is important to support both tourists and
tourism agencies [5]. Due to the rapid revolution of
information technology, tourists tend to rely on the
Internet as powerful source to find information not
only about the places they tend to travel but, also
about the services provided by tourism
Journal of Theoretical and Applied Information Technology
31st December 2021. Vol.99. No 24
© 2021 Little Lion Scientific
ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
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organizations [6]. However, there is a problem, as
tourists are facing difficulty in making decisions or
choosing the places, they want to visit due to the
huge amount of information on the Internet, which
is considered random, unclassified, unorganized
and almost inaccurate [7]. There are challenges in
managing this information especially web
information as it has issue in terms of its quality [8].
Also, the current web in the Internet contains a huge
amount of information, different online search
tasks, the many user profiles looking for
information, and the increased use of varied devices
made retrieval information finding harder. This has
caused an increase in the demand for using search
contextual knowledge to enhance the Internet
efficiency and its output accuracy [9]. Under those
circumstances, data-rich environment in the tourism
industry have made a strong foundation need for
this creation of robust and efficient information
retrieval system [10], [11].
Having these additional shortcomings, tourists
are unfamiliar of the reasoning applied to get the
results for the query, making it difficult for them to
verify the search results, this has showed the
weakness and low accuracy performance in the
current web search to display the results that tourists
need [10]. Once again, the existing tourism portals
in the current web display accommodations and
tourism facilities that are stored only in their
databases, which these portals depend on current
web technologies that are inefficient for searches
[11]. As a consequence, the information overload
on the Internet leads the travelers to face difficulties
to choose products which are more relevant to their
needs. This is due to the fact that, personalized
content and profile information are lacking [9]. For
instance, a system that knows the user is Muslim,
might display relevant restaurant information that
serves Halal food. As result, these defects and
shortcomings of the current Web, it is believing that
Web 3.0 is promise to solve all the above issues
however, while Web3.0 is prominent across
businesses, there is surprisingly limited academic
work devoted to study Web 3.0. In addition, there
have been several calls recommendations for
further research to be conducted on the effect of
adoption Web 3.0 on consumer’s intentions and
what could bring in the future [12], [13], [14], [15],
[16].
In the current scenario, there is intensive research in
the literature about the effect of web 2.0
applications in different contexts, including
tourism, and the factors that affect individuals' use
of Web 2.0 applications. However, the study of
Web 3.0 application technology in the literature is
very limited, specifically in tourism. Not only this,
but also the literature in information technology
doesn’t address the factors affecting tourists’
intention to use Web3.0. The single and recent
study was identified in the previous research as
using the technology acceptance model and
integrating other variables to extend and develop
the model in order to determine the factors that
affect students' intentions to use Web 3.0. This
study focuses on online learning during the COVID
19 pandemic. Therefore, it became clear to observe
that most of the previous studies did not show much
interest in studying the factors affecting individuals'
use of Web 3.0 in general and tourism in particular,
which has been intensively discussed and
mentioned above.
Many questions arise when dealing with
studying Web 3.0. 1) What is Web 3.0? 2) What
are the possible opportunities, challenges, and risks
emerging from Web 3.0 in the tourism domain? 3)
What are the factors influencing tourist’s intentions
to use Web 3.0?
To answer all these questions, researchers
not only proposed conceptual integrated model but
also, introducing inclusive academic definition for
Web 3.0, present a novel view of it, identify the
possible opportunities, challenges, risks, that are
emerged from Web3.0 technology specifically in
the tourism domain and provide a recent theoretical
review of the applicability of technology
acceptance related work. Moreover, this study is
based on technology acceptance model (TAM)
[17], and
information system success model updated [18]
which considered the most influential and cited
theories in the information system literature which
have been extensively tested and validated in many
studies. Although there are several studies have
used TAM and DMISM however, they used them
separately in different single studies. According to
a recent study was done by [19] indicated that “very
few publications have been found in the literature
that use the integration of these two theoretical
model in the relative studies”. Therefore, this study
also aimed to fill the existing theoretical gap by
developing and integrating TAM and DMISM
models as conceptual framework to determine the
factors that influence tourist’s intentions to use
Web3.0 which to the best of knowledge of
researchers, this will be the first single study that
develop and extend TAM and DMISM as an
integrated conceptual model also, new five
variables are added to the original models namely
computer self-efficacy, user awareness, social
Journal of Theoretical and Applied Information Technology
31st December 2021. Vol.99. No 24
© 2021 Little Lion Scientific
ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
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influence, perceived privacy risk including personal
innovativeness as moderator to determine the
factors influencing tourist’s intentions to use Web
3.0.
The contribution of our paper is presented as
follows:
Firstly, we have introduced an inclusive
academic definition of Web 3.0. Secondly, due to
the limited prior works in the literature, we were
able to identify opportunities, challenges, and risks
emerging from Web 3.0 in the tourism domain.
Thirdly, we developed, extended, and integrated a
new conceptual theoretical model to identify the
factors influencing tourist’s intention to use Web
3.0. Fourthly, from a methodologically perspective,
this will be the first
single study that employed a review research
method of this research topic.
This paper is organized as follows: Section
1 explains the theoretical and research gap of the
current web and the shortage of studies regarding
the third generation of the web (Web 3.0). Section
2 covers the related work describing ongoing
controversy, arguments and confusion in previous
studies about the definition of the concept of the
Web 3.0, clarifies the opportunities, challenges and
possible risks arising from the Web 3.0 in the
tourism domain. Section 3 Identify the research
materials and methods, describes and analyzed the
proposed research model and presents the aspect of
originality, novelty, and uniqueness of the proposed
model. Section 4 includes discussion and analysis.
Section 4 covers conclusions and future work.
2 BACKGROUND AND RELATED WORKS
2.1 What Is Web 3.0?
The idea of Web 3.0 has come to birth due to the
rapid growth and the huge, massive amount of
information on the Internet. It is very vital to
mention that defining Web 3.0 is not an easy task,
since the argument and exchanging different
opinions between scholars to come up with a
unified definition still continue. Though the concept
is still evolving in its late stage, the definitions of it
in the literature vary. Most scholars seem not to
agree about its definition. Author in [14] mentioned
that “Web 3.0 technologies require a clear
definition, as at best the definitions known for Web
3.0 are randomized, because limited studies are
conducted out in Web 3.0”. While, the Independent
private organizations did most of the investigation
on Web 3.0, and most of it falls into the category
which most of it contains whitepapers and articles
that are not based on peer-reviewed studies.
However, a recent study was done by [16] tries to
come up with the first academic definition of Web
3.0 as they indicated that “Web 3.0, with its generic
and quantifiable properties. It is broad as it doesn't
focus on any particular apps or supporting
infrastructures; it is quantifiable since users can
assess an application's Web3.0 era qualification
using a core attribute that is extracted from the
decentralized infrastructure development”. Also,
[20] mentioned that “This age, known as Web3.0,
is a continuation of the evolution that occurred
during the previous Web1.0 and Web2.0 eras”.
Therefore, despite the clear evidence about the
various definitions available in the literature which
almost fails to come up with a clear definition. As
result, the researchers of this study have come up
with one of the first a comprehensive and inclusive
academic definition to Web 3.0 based on our
understanding from listening to the experts and
review the definition of the term Web 3.0 in the
literature. Regardless of this, researchers of this
study emphasize that this definition is not the only
way of understanding Web 3.0, however it can
generally provide better understanding by
clarifying and simplifying its concept so, it will be
easier for wide range of people to understand it
better. Giving these points, we define Web 3.0 as a
smart web, built in the context of things. It is
considered the next generation of the Web2.0, its
main function is to extract all the information from
different online sources then provide it to the end-
user in a more organized, classified, and accurate
manner as it will be able not only to act as a personal
assistant but also, able to understand the meaning of
words, link the data, read and review the content.
Besides that, Web 3.0 applies the features of
personalized and customized search engines
semantically for the user’s profiles to provide them
more refined results during their online search.
Altogether, Web 3.0 is the new innovative and
revolutionary technological tool that analyses,
integrate, links data which will help individuals as
well as organizations to systematize the chaos of
unorganized, interconnected, unfiltered,
unarchived, unconnected, unclassified information
using some different intelligent technological tools
to provide meaningful information. This will lead to
change the future of the current web.
2.2 Opportunities, Challenges,
And Risks Emerging From Web 3.0
In The Tourism Domain
In this technological era, many tourists are
tending to use different search engines that are
Journal of Theoretical and Applied Information Technology
31st December 2021. Vol.99. No 24
© 2021 Little Lion Scientific
ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
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available in the web to seek for the important
information which will help them to plan better and
make more successful trip [11]. As a result of the
remarkable development that has occurred in the
tourism sector recently, the Internet has become of
great importance as a source of information for
tourists when making decisions and choosing travel
destinations or searching for information related to
tourism products and services provided by tourism
agencies [21].
While the Internet is being an important factor for
destination management, the accuracy of the
available approaches for forecasting visitor arrivals
is not powerful enough [6], [15]. As the data
availability is a key concern for predicting on the
one hand, the range of data types available for
tourist attraction choosing is limited on other hand
[22]. However, a major issue with the current Web
application it is fully controlled by different Search
Engines that is still operated based on the keywords
to search for information, which this process
required professional skills to use the search engine
to find the most relative information, also it will
lead to waste the tourists valuable time which will
make the searching for information not easier task
[11], [23]. Besides that, semantic networks that are
considered an example of the application of Web
3.0 have become self-promoting in the Internet, so
tourism companies will not be able to market
themselves and their tourism destinations unless
they exploit semantic networks to offer their
services and products via these intelligent networks,
and this will put the tourism organizations to sustain
in a highly competitive advantage. The semantic
networks based on Web 3.0 provide specialized and
personalized services for tourism as it will help
tourism industries to target the exact market
segmentation more accurately and precisely [24],
[25]. Furthermore, the social media business model
is based on advertising. For instance, Google Ads
which the most used widely service in the
advertising business however, the advertisements in
the case of Web 3.0 will only display the ads
regarding to the customer’s needs based on
personalization and customization process which
are considered some of the Web 3.0 features [26],
[27].
Moreover, according to author [28] the
challenges and risks that will emerge from the
implementation of Web 3.0 will primarily concern
o unsecured data in the Web, which is regarded as a
major issue due to the ability of cyber attackers to
create legitimate accounts on social networking
sites, as the reliability of data on the online
platforms is still open to question since, Web 3.0 is
in progress at the next stage of web evolution. Web
3.0 involves a comprehensive web experience in
which the computer can analyze, organize, classify,
and link the data in a similar way as human beings.
This makes it easier for every device to
communicate and understand any data format
through a global unified network system. New
opportunities and challenges will arise from the
development of the Web. The identified prospects
can be defined mainly by the autonomously
incorporation of information and services that
expand the existing capacity of Web services and
the establishment of innovative functions [14], [23].
2.3 Related Works
From the above discussion, the tourism has
been widely recognized by scholars in describing its
ambiguity, richness, dynamicity, and reflexivity in
determining the phenomenological substance of
travel experience [29]. Despite the importance of
Web 3.0, and its promise to bring a real
transformation on e- tourism business model
however, the upcoming Web 3.0 is not well
investigated theoretically in the literature [12], [30],
[13], [14], [15],[16].
Therefore, it is very essential for scholars to
critically reflect and investigate on the upcoming
Web 3.0 either theoretically or methodologically
and identify of what could be brought with it such
as risks, challenges and opportunities. Generally,
there are many studies found in the literature that
investigated the evolution of the Web however, the
majority of previous studies do not provide a
comprehensive analysis of the upcoming Web 3.0
in business specifically in the tourism domain,
taking into account the theoretical part of
technology acceptance adoption by tourists and
how they come to accept and use the technology.
As such, theories of technology acceptance need to
be implemented constantly to explore the key
determinants of its influence on intention to use a
new particular technology. With this intention,
users ‘refusal or acceptance of new technology has
become one of the challenges facing researchers in
the field of information systems studies. It has also
become irritating to technology producers and
making them wonder to what extent this technology
will be competitive in the market, and to what
extent the target group will accept the use of this
technology [31]. For this, many theories and models
have emerged that explain how users accept a
particular technology, but the TAM and DMISM
models remains one of the most widespread models
Journal of Theoretical and Applied Information Technology
31st December 2021. Vol.99. No 24
© 2021 Little Lion Scientific
ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
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that was widely used to explain and predict the
factors influencing users to accept new technology
[32]. Hence, the main objective of the TAM model
is to explain, predict, and identify the factors that
play a role in the acceptance or non-acceptance of a
particular information system [33]. It is considered
one of the best reliable models ever in the field of
information systems, which explains the acceptance
of the use of technology [34]. This model is not
only used to explain user behavior towards new
technology, but also is very powerful enough to
predict the intentions to use of new technology. The
technology acceptance model was developed by
[17], based on the grounded theory (theory of
reasoned action) that also developed by [35] in
which this theory aims to explore the relationship
between human behavior and his/her attitudes. This
theory was widely used and tested in many studies
in different contexts to predict the individual’s
behaviors based on their intention. Theory of
Reasoned Action (TRA) assumes that the user's
personal factors determine the user's appearance
and attitudes toward adopting a particular behavior.
Both TAM and TRA share their assumption that
“intention” is the main determinant of adopting a
specific behavior, where the user’s adoption of a
specific behavior is predicted by knowing his
intention, which is affected by a set of external
variables, either directly or indirectly [17].
According to [36] suggested that TAM needed to be
extended and modified to have more explanatory
power not only depending on its key determinant’s
factors perceive usefulness and perceive ease of
use, but it needs to have some typical extension that
include social factors or intended to use also the
behavioral control which can used as explanatory
concepts. Besides that, TAM and DMISM do not
consider self-efficacy, in their model [37].
Similarly, the study in [38] is one of the most
important studies that provided a model for
measuring the success of information systems
which later became the most reliable model in the
field of information system that has earned its
recognition worldwide and was widely used by
scholars. Identically, this model included six
indicators: system quality, information quality,
system use, system users' satisfaction, the system's
impact on its users, and the system's impact on the
organization's performance. The study in [39] also
sought to clarify the relationships between the six
dimensions that were used in the [38] model (where
the study classified these dimensions into three
groups, which are the measurements of both
information and system quality, general remedial
measures of benefits resulting from the use of the
system, and its measure. Also, the study [40] aimed
to build a model for measuring the success where
they implement their study to test the model on
electronic commerce systems, where the two
researchers developed the model they presented in
1992 to become more suitable for measuring the
success of e-commerce systems, by adding other
measures to it, namely the indicator of the quality
of service provided by the system to clients and the
indicator of the benefits of the system, the two
indicators of which are the system's impact on its
users. In this section, Table. 1. summarized the
previous works that applied TAM and DMISM in
seeking the research and theoretical gap and the
definitions of the main factors for the proposed
conceptual integrated model tabulated in Table. 2
.
Table 1 The Summary Of Previous Studies On Related Work That Applied TAM And DMISM
Ref.
No.
Year Purpose Theory/
Model/
Framework
Findings
[41]
2020 This paper was aimed to examine
the trust as mediating in the
relationship between tourism IS
qualities on employee’s satisfaction
and their intention to use a system
through three categories of trust
(management-based, provider-
based, and system
-
based trust).
DMISM The findings of this study shows that trust has
entirely mediate the influence IS characteristics
within employee’s satisfaction on intention to use
the system and also trust has a direct effect on
employee’s satisfaction
[42]
2013 To proposes a conceptual model of
information quality for Islamic e-
tourism websites in Malaysia
DMISM Based on the proposed framework, it is positing
that information quality would positively relate
to website usefulness and information satisfaction
and these two variables are expected will highly
influence site
commitment.
[43] 2020 This study sought to determine
which innovative technologies are
DMISM According to the results of this study, live-stream
promotion and live
-
stream conferences are used to
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31st December 2021. Vol.99. No 24
© 2021 Little Lion Scientific
ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
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being deployed to lessen the
pandemic's impact on the hotel
industry in China.
enhance information quality, while 5G technology
and Wi-Fi 6 are employed to enhance system
quality. Also, these innovative technological tools
such as robots, artificial intelligence and Facial
recognition which are used to help provide better
service.
[44] 2019 To determine if the functionalities
of mobile tour information services
are critical and how mobile tour
information services influence
visitors' intention to travel have not
been well addressed.
DMISM
and TAM
The findings of this investigation revealed that
among the several factors that affect the ability
of visitors to maintain their interest in travelling
to a location, a system's quality, history, and
cultural knowledge quality, and an interface's
design quality had the most impact.
[45]
2020 The purpose of this study is to
examine the key determinates
that influence users' intention
to book a hotel room via
social
media platforms.
TAM The study revealed that perceived usefulness has a
direct effect on the intention to book online, also
four constructs that influence consumers'
inclination to book hotel rooms using social
media, either directly or indirectly were ide
ntified.
[46]
2020 “To develop a model of the
relationships between structure
factors that affect intentions to use
social media for travel planning”.
TAM “Perceived ease of use, perceived usefulness, and
subjective norms had a positively significant
indirect effect on intentions of use”.
[47] 2019 “To explore the applicability of
technology acceptance model
(TAM) to explain the widespread
acceptance and usage of social
media (SM) for travel purposes by
Indian outbound leisure travellers
during their travel cycle”.
TAM “Findings of the study are used to develop a
conceptual model which upholds the validity of
the TAM with perceived usefulness (PU) and
perceived ease of use (PEU) as determinants of
SM usage”.
[48] 2017 “To understand the factors
influencing Iranian tourists’
behavioral intention to use
Consumer Generated Contents
(CGC) websites whilst
browsing the web when it
comes to travel planning,
based upon the Technology
Acceptance Model (TAM)
extension”.
TAM “The study’s findings indicate that business
tourists’ intention to use online technology was
explained when the interaction between business
tourists’ perceived usefulness of online
technology and business tourists’ perceived ease
of use of online technology are entered into the
equation”.
[49] 2016 “To examine the relationship
between several variables that
influence consumer’s intention to
use self-service technologies in
tourism and hospitality industry”.
TAM “The findings of this study show consumer’s
intention plays a huge factor in benefitting the
tourism and hospitality industry in terms of
profitability and technology inventions”.
[50] 2021 To systematically review the studies
that empirically had evaluated the
acceptance of technology in
healthcare through the technology
acceptance model (TAM), how these
technologies can be utilized to
provide the health services, as a
respond to the on
-
going pandemic.
TAM It was found that the reviewed studies were
mostly performed in Taiwan, and the United
States. Arab and African countries as part of
developing regions, are still lagging behind in
terms of the technology acceptance research.
[51] 2021 “To examines how mobile
technology adoption influences
customers' intention to book hotel
rooms via
smartphone”.
TAM “This study confirms that TAM can be extended
and employed to predict and explain the
acceptance of the new technologies in service
industries”.
[52] 2020 “To examine how perceived
usefulness of Instagram, perceived
ease of use of Instagram and
perceived credibility of Instagram
influence attitude towards the use of
Instagram, intent on using Instagram
TAM “The results indicate that all the hypotheses
suggested have been positive and significant. It is
worth noting that there was the strongest
connection between attitude towards Instagram for
identifying travel destinations and intention to use
Instagram for identifying travel destinations”.
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ISSN: 1992-8645 www.jatit.org E-ISSN: 1817-3195
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and actual use of Instagram to
identify tourist destinations amongst
young consumers”.
[53] 2015 “To examine the new technology
acceptance model that is appropriate
to predict users’ intention to use
mobile tourist guide”.
TAM “The findings in this study reveal that the
proposed model is more appropriate than original
technology acceptance model to predict and
explain users’ acceptance technology in the
context of mobile tourist guide”.
[54] 2018 “To investigate a comprehensive
model of international tourists'
intentions to use mobile food
information (MFI)”.
TAM “The results revealed that the proposed model
based on TAM is more efficiently predicted
intention in groups of independent tourists than in
groups of package tour”.
[55] 2015 “To investigate factors influencing
Hong Kong online users’ intention
to book tourism products”.
TAM “Perceived usefulness is found to be more
influential than ease of use in predicting
intention to book for tourism products”.
Table 2: Definitions Of The Main Factors For The Proposed Conceptual Integrated Model
Ref. No.
Variable
Definition
[17] Perceive
Usefulness
“The degree to which a person believes that using a particular system
would enhance his or her job performance”.
[17] Perceive Ease of
Use
“The degree to which a person believes that using a particular system
would be free of effort”.
[18] Information
Quality
“Information quality which refers to the desirable characteristics of inform
ation as the output of an IS. It includes measures such as information accu
racy, completeness, consistency, precision, or relevance”.
[56] System Quality “The degree to which system users believe that a system is easy to use,
use
r
-
friendly, easy to learn, easy to connect and enjoyable to use”.
[18],[57] Service Quality “Service quality represents the quality of the support the users receive
from the IS department and IT support personnel in using the IS, such as
training, a hotline, or a helpdesk”.
[58] Computer Self
Efficacy
“Computer self efficacy refers to a judgment of one's capability to use a c
omputer”.
[59] User Awareness “User's knowledge about the capabilities of a technology, its features, pote
ntial use, cost and benefits”.
[60]
[61]
[62]
[35]
Social Influence
Perceive Privacy
Risk
Personal
Innovativeness
Intention to use
“The extent to which an individual perceives those important others
believe he or she should apply the new system”.
“Privacy risk is the risk of losing personal control where users are
concerned that their personal information may be manipulated or misused
without their knowledge”.
“The willingness of an individual to try out any new information
technology”.
“The strength of one’s intention to perform a specified behavior”.
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3 MATERIALS AND METHODS
This study uses review of prior work on web 3.0
and its application in tourism. Additionally, the
authors conducted a review of previous research
on the application of underlying theories such as
TAM and DMISM, which lead them to identify a
theoretical gap in the current body of knowledge
and propose a conceptual integrated model. The
researchers used theory adaptation as one of the
approaches of conceptual papers, with the goal of
enhancing and developing current theories
through the usage of other theories. In this study,
the Technology Acceptance Model and the
Delone and Mclean Information System Model
were integrated and proposed to determine the
factors influencing tourist’s intentions to use
Web3.0. Since, all of the additional constructs
chosen for this study to extend the proposed
integrated model are oriented around the
characteristics of users in general and tourists in
particular, whereas the integrated model of TAM
and DMISM is focus on system features only. As
such, adaptation theory was chosen as the
approach for this study, which attempt to build on
a range of concepts, literature sources, and
theories, each of which serves a unique role.
3.1 Proposed Conceptual Integrated Model
This proposed conceptual integrated model is
based on TAM and DMISM theories and pervious
research, the selected factors that have been used
to develop and extend the proposed conceptual
integrated model are namely (computer self-
efficacy, user awareness, social influence,
perceive privacy risk and personal
innovativeness) were employed to investigate
factors influence tourist’s intention to use web
3.0. In the original model of DMISM there is one
construct that has been excluded in order to
achieve the prime purpose of this study which is
the user satisfaction. According to author [63]
there was a gap found in the previous research of
the information technology studies between the
acceptance of technology and personal
characteristics namely personal innovativeness,
user awareness and social influence. Most of the
studies employed these constructs separately and
studying it altogether, therefore this study has
employed these factors to fill the gap existing in
the literature for this matter and to discover the
link between technology acceptance and personal
characteristics. Not only this but also according to
a recent study conducted by [19] mentioned that
“relatively few articles in the literature have been
identified that integrate these two theoretical
models in relative investigations”. Thus, this
study aimed to close a theoretical gap by
developing and integrating TAM and DMISM
models as conceptual frameworks for determining
the factors that influence tourist intentions to use
Web3.0. As mentioned above, the TAM model is
most often used in the information system
literature, however TAM and DMISM have been
subjected to be criticized for not including the
personal innovativeness as moderator as it has
been suggested by author [64] who mentioned
that personal innovativeness was expected to
moderate the level of acceptance that individuals
have for a new technology. Author [62] also
defined the personal innovation in information
technology (PIIT) as a type of global innovation
where individuals in different parts of the world
use information technology in innovative ways.
Besides that, the DMISM [38] and the updated
version of the model in [18] have made a huge
impression on the study of information systems,
especially with regard to the technology uses and
its effects, as their model is still well recognized
by widely scholars due to its validity, applicability
and fit for many studies in different context [65].
The researchers argue that this theory is more
capable to assist academics to have a full
knowledge of how well information systems
perform in numerous domains by identifying and
illustrating its relationships among the IS's several
essential characteristics of success. Most of the
well-recognized scientific papers has been cited
the theoretical model of author [18] in thousands
of times as it has gained trust and
acknowledgement of widely scholars which has
been described as one of the most significant
models in present research on information
systems. In this section, the proposed integrated
conceptual model to determine the factors
influencing tourist intention to use Web 3.0
depicted in Figure.1 derived from the previous
studies.
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Figure 1The Proposed Conceptual Integrated Model
Of Factors Influencing Tourist’s Intention To Use
Web 3.0
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4.DISCUSSION AND ANALYSIS
Since the information revolution has changed
the paradigm of the traditional methods and
techniques of searching for information, it has
become imperative for smart search engines to
adopt new semantics network technology and
keep pace with the continuous development in
order to provide users with accurate search
results where there is a vast ocean of information
available in the current Internet Web platform.
The chaos, randomness, and the sheer amount of
information on the current web have made it
difficult for users to find useful information.
This is why the idea of the third generation of the
worldwide web (Web3.0) was born, which
works on linking data, organizing, classifying,
indexing, structuring, analyzing, processing, and
the possibility of sharing and reusing this data
through different technological applications.
This data can be read by machines and thus smart
search engines work on the adoption of semantic
network features to provide accurate results for
the users throughout employing personalization,
customization, and recommendation search
systems. Despite the importance of what Web
3.0 could achieve in the future and its
applications in different business domains, most
of the previous studies available in the literature
have studied Web3.0 and its evolution from a
technical perspective rather than theoretically.
[14], [15], [16]. In terms of Web 3.0 definition,
there is a constant debate and confusion among
scholars about a clear definition particularly
when Web 3.0 is applied in different business
domains then its definition may have differed.
Also, the risks, challenges, and opportunities
that are arising through the application of Web
3.0 in different business contexts are not
extensively found in previous studies. Since the
tourism industry depends entirely on
information however, studying Web 3.0
applications in the tourism domain theoretically
is very limited mainly investigating the factors
that could influence tourist’s intention to use
Web 3.0 [2], [3]. Authors in [66] indicated that
in light of the huge information revolution,
tourists have become in need of a technological
tool that directs and guides them to the target
destinations they want to visit today more than
ever.
At the moment, extensive study is being
conducted in the literature on the effect of web
2.0 applications in various contexts, including
tourism, and on the factors that influence
individuals' use of web 2.0 applications.
However, there is a lack of research on Web 3.0
application technologies in the literature,
particularly in tourism. Not only that, but the
information technology literature also ignores
the variables influencing tourists' intention to use
Web3.0. The single and current study conducted
by author [67] was identified in earlier research
as extending and developing the technology
acceptance model by incorporating additional
variables in order to determine the factors
affecting students' intentions to use Web 3.0.
The purpose of this study is to examine online
learning during the COVID 19 epidemic. As a
result, it became evident that the majority of
previous research were uninterested in studying
the factors affecting individuals' usage of Web
3.0 in general, and tourism in particular, as
discussed in detail in the introduction section of
this study.
Author [24] discovered that Web3.0 has become
an absolutely vital application in the tourism
sector as clients may engage directly with
tourism suppliers, identifying and satisfying
their constantly changing desires for tourism
products. On the other hand, suppliers can better
respond to ever-changing consumer needs.
Tourism businesses use the internet to
communicate with, promote, and advertise their
services to global customers. As a result, tourism
businesses who have adopted Web2.0
applications and are on the possibility of
adopting Web3.0 technologies will be able to
successfully contribute to their business's
competitive edge.
A study conducted by [68] indicated that “the
Web Internet also led to the advancement of
Web 3.0, a highly intelligent network merging
human time, due to its intelligence and
individuation, this new style of self-help touring
will be a new wave”. This is an important
finding in the understanding of the impact of
Web 3.0 on hotel businesses however, this study
has not dealt with the impact of Web 3.0 on
consumers who are considered the key players in
this regard. Although significant progress has
been made over the last decade to modernized
the tourism using the technology advancement
this recent study only demonstrates the
continuing and increasing significance of
semantics and categorizations in tourism.
Additionally, the authors note that academic
study in these fields is still in its fancy stage.
Besides that, this study found that the tourism
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sector is eager to embrace Web 3.0 tools.
However, social network communities have a
larger presence. A website's visibility
demonstrates its importance to users. Providing
a competitive advantage and a steady stream of
new visitors. However, the hotel industry
appears to be unaware of these advantages. So,
further efforts to use Web 3.0 from a security
standpoint are required. A future usage of Web
2.0 apps in tourism to provide information and
services to the general public and promote
bookings is also required owing to the impact of
the global crisis. A tourism organization's
website is a critical communication medium, and
it should respond to current best practices. In this
perspective, it has been acknowledged that
applications that enable interconnectivity via
semantics are vital for the tourism industry's
continued innovation.
According to author [69] who examined “Viral
marketing impact on tourism and hospitality
industry”. mentioned that “Web 3.0 may solve
search engine flaws including broad information
search results, invalidating huge and time-
consuming information, low information
quality, and a lack of authenticity and reliability
in the information”. Tourists looking for hotel
information will be automatically classified and
grouped by an intelligent network. The Web 3.0,
on the other hand, can help hotels target their
network marketing efforts based on the input of
tourists. A reliable network marketing platform
will have a competitive advantage. So, it's a
shortcut to network marketing success. Although
this study is up-to-date, it is one of the very few
studies that dealt with linking the Web 3.0,
application technology and tourism, specifically
explaining to what extent the viral marketing
tourism organizations could be successful if they
have a strategy to adopt Web 3.0, for their
services. However, this study did not focus on
what are the determinants that drive tourist’s
intention to use Web 3.0 technology, as it has
been neglected and ignored evaluating the
factors of tourist’s intention to use Web 3.0
Similarly, the study conducted by author [70]
mentioned that “The technology has existed for
a long time and has a great deal of potential for
the sector, according to a literature review”.
Several studies have found that semantic web
technologies may provide a challenge to the
tourism industry. In Austrian tourism
organizations, semantic technologies are used
largely in the hotel sector or by individual
tourism businesses. All of Austria's regional
tourism bodies are using semantic web
technology, although there is no current study on
the topic. According to the study's findings,
digital technologies are vital in the present era
and have a considerable impact on tourists'
behavior intentions. The tourists' behavior has a
direct impact on the destinations they visit and
the decisions they make while on vacation.
Searching for information about tourist
attractions has an impact on a person's behavior,
but this does not transfer into actual actions.
Social media marketing has a significant impact
on tourism, demonstrating that companies
cannot grow and gain a fair segment of the
market without an online presence and
advertising. In order to prevent real behavior
from being impacted by these control variables,
gender preferences and the needs of tourists with
various educational levels must be considered.
These findings of this study further support the
idea of the importance of implementing Web 3.0
in the tourism sector however, to the best of our
knowledge there is no single study in the
literature that attempt to study the factors that
influencing tourist’s intention to use Web 3.0,
specifically from theoretical perspective.
In the same essence, many recent studies in the
literature still discuss the Web 2.0 and its
applications in the tourism domain whether at
individual or organizational level. For instance,
a recent study done by author [71] that discuss
the role of social media and “Determinant
Factors Influencing Thai Tourists’ Intentions to
Use Social Media for Travel Planning”. In this
study the authors found that tourism
entrepreneurs to gain a more accurate
understanding of the factors that influence
tourists' intention to use social media for travel
planning, which will facilitate the growth of
tourism promotional activities and the
development of sustainable competition.
Another aspect of this study's importance is in
explaining why people accept and want to use
social media by incorporating individual
motivational factors, which express unique
actions, and other confounding variables. The
results can be used to gain a better understanding
of the tourists who use Thailand's social media.
Despite the qualitative leap brought about by the
current era's technological revolution,
particularly in relation to the Internet, the
massive amount of information on the web, and
the new trend toward the Internet of things,
machine learning, and artificial intelligence,
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there is still a significant gap in the theoretical
study of this future technology where most of
these recent studies such as the study done by
[71] that concentrate on examining the current
technology applications and neglect to focus on
the Web technology particularly Web 3.0, and
the factors influencing consumers to use Web
3.0.
Therefore, this paper has attempted to provide an
extensive study on the possibility of identifying
the factors that influencing tourist’s intention to
use Web 3.0 applications. By integrating the
most two reliable existing models TAM and
DMISM that have been studied, tested, verified,
and validated in different business domains.
These two models are the most cited and
recognized by widely scholars in the literature of
information system which this confirms their
prediction power of user’s intention to use new
technology. However, the integration of these
two technology models TAM and DMISM in the
literature is very limited, as most studies have
used them separately [19]. These two models
were not only chosen because of their validity
but, also because of their applicability and fit to
the research problem. Since the tourism industry
is considered an information-based and the Web
3.0 technology application which still under
ongoing development process is considered the
third generation of web that provides a more
intelligent search engine that is characterized as
“semantic web”, which is able to understand the
meaning of words as its main function to extract
all the information from different sources on the
Internet and provide it to the consumers in a
more accurate, classified and organized manner.
The proposed integrated model was developed
and extended by including the following
variables, namely (computer self efficacy, user
awareness, social influence, perceived privacy
risk, and personal innovativeness as moderator)
which have been defined see Table. 2. It is
important to indicate that these variables have
been extensively studied in the literature in
different contexts, but those factors were not
collectively studied in the proposed integrated
model to study the factors influencing tourist’s
intention to use Web 3.0. In addition, TAM or
DMISM models have not been studied in the
literature separately or integrated to study the
factors influencing tourist’s intention to use Web
3.0. Therefore, this study was not only to fill the
existing gap in the literature but also to
contribute to the body of knowledge by coming
up with an inclusive academic definition of Web
3.0, presenting new originality and novelty view
of what Web 3.0 is all about and identify its
challenges, opportunities, and challenges arising
from it, specifically in the tourism area.
5. CONCLUSION
The Internet has given us a modern era of
digitalization and revolution of the new generation
of intelligent web technology to seek the right
information at the right time such as Web 3.0. Its
influence on individuals (tourists) as well as on
organizations (tourism industries) is extensive and
profound. Tourists and tourism-based businesses
should leverage Web 3.0 capabilities and build a
network of promotional activities. In this paper,
the proposed model was to determine the factors
influencing tourist’s intentions to use WEB 3.0.
Besides that, previous studies show the integrated
model of technology acceptance model and
Information system success model need to be
tested, validated, and extended in different
contexts particularly in tourism domain where
there is a shortage in the previous research to study
the effect of Web 3.0 on tourist’s intentions.
As a result, when it comes to having an online
presence, stakeholders and clients, especially
those in the tourism industry, prefer to focus solely
on the benefits and disregard the potential risks.
Tourism businesses should examine operational
risks and implement mitigation strategies when
evaluating the possible impact of new technology.
According to the findings, understanding the
impact of integrating new technologies like
Web3.0 technological tools involves identifying
the tourism industry's fundamental infrastructure
and services should be evaluated and identified.
For tourism firms, the findings of this study show
how important it is to understand the underlying
technology and the potential it provides that will
help to meet the tourist’s needs or exceed their
expectations
Web 3.0 technologies must be thoroughly
understood before organizations can evaluate the
risks associated with their implementation. The
study's findings of this research also found that the
arrival of Web 3.0 technologies will open up new
possibilities for tourism businesses to achieve their
goals. '
As can be observed, contemporary tourism
companies function in a highly technical
environment where technology plays a critical role
in achieving organizational management's
objectives. Additionally, the mechanisms by
which underlying technology supports
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organizational objectives evolve swiftly and
continuously and this can provide tourist’s a huge
benefit to ease their way of finding information
related tourism.
Additionally, the factors that were used and
evaluated to extend the integrated model in this
study will aid not only researchers in using it in
future studies, but will also help us better
understand new technology such as Web 3.0, as all
of the factors selected in this study focus on the
characteristics of users in general and tourists in
particular, whereas the integrated mode of TAM
and DMISM focuses exclusively on system
characteristics.
The overall research shows that adopting new
technologies like Web3.0 technology tools is
essential for tourism businesses to maintain a
competitive advantage and take advantage of the
opportunities given by these innovative
technology platforms that provide a reliable
solution.
As mentioned above, internet users and travelers
now have the freedom to create and distribute
material in their own unique way, as well as to
select the distribution channels via which they
prefer to release it. It is also possible for Internet
users to participate in the design and distribution
of new ecommerce models and tourism
experiences with Web 3.0 technology.
Tourism and hospitality businesses face huge
risks and opportunities as a result. If tourism
organizations don’t take advantage of the Web
3.0's potential, it will be doomed to failure.
The possible challenges, risks, and opportunities
that are emerged from Web3.0 technology have
been discussed. To the best of the researchers'
knowledge, this will be the first study to develop
and extend TAM and DMISM as an integrated
conceptual model to study the factors influencing
tourist’s intentions to use Web 3.0. Additionally,
five new variables are added to the existing models
to determine the factors influencing tourists'
intents to use Web 3.0, including computer self-
efficacy, user awareness, social impact, and
perceived privacy risk, as well as personal
innovativeness as a moderator. Moreover, this
research can be a great benefit to be utilized by
governments, policymakers, tourism industries,
agencies, tourists and other individuals. As well as
the proposed integrated conceptual model in this
study can serve as fundamental framework to be
used in different domains since there is only few
publications about this research topic. In the final
analysis, this study has provided a clear direction
and a critical review of the importance of Web 3.0
in the tourism domain as well as a unique and
original definition of Web 3.0 which can improve
our basic understanding of the new term. The next
stage of our research and future work, the
hypothesis will be developed and will be
empirically tested based on the quantitative
approach to confirm the integrated model. In our
future research we intend to expand this study
through developing and testing the research
hypothesis in one hand and employ the
quantitative approach method to study the effect of
the selected factors of the proposed conceptual
integrated model on tourist’s intention to use Web
3.0 on another hand and questionnaire will be used
as a technique to collect the data from the target
respondents. Finally, in order to provide more
insights and a broader vision of this study our
future work will be empirically tested which
involve data analysis and findings.
ACKNOWLEDGEMENTS
This work was supported by Universiti Putra
Malaysia, Telkom University, Indonesia and
Universitas Negeri Malang, Indonesia.
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