The factors that affect electronic learning students’ behavioural intentions in the higher education tourism and hospitality disciplines

Abstract

Introduction: this study aims to explore the factors influencing the intention of hospitality and tourism students in the UAE to adopt e-learning using the Technology Acceptance Model (TAM). E-learning has become an essential tool in higher education, particularly in response to the COVID-19 pandemic. The research seeks to identify the key determinants that affect students’ willingness to engage with e-learning platforms. Method: a cross-sectional survey was conducted in two phases, involving 278 undergraduate students from a UAE university. The survey assessed various TAM constructs such as perceived usefulness, ease of use, system characteristics, and hedonic motivation. Data were analyzed using SmartPLS software and Structural Equation Modeling (SEM) to test the relationships between the variables. Results: the study found that perceived usefulness and ease of use were the most significant factors influencing students’ intention to adopt e-learning. Other influential factors included e-learning resources, platform functionality, subjective norms, and e-learning support. Additionally, hedonic motivation played an important role in enhancing students’ engagement with e-learning. Conclusions: the findings suggest that higher education institutions should focus on improving the perceived usefulness and ease of use of e-learning platforms while ensuring robust system functionality and support. The study contributes to the understanding of technology adoption in non-technical fields, offering insights that can inform e-learning strategies, especially in the context of future pandemics or disruptions.