MODERATING EFFECT OF AGE ON THE ADOPTION OF DIGITAL MARKETING TOOLS AND PLATFORMS IN DOMESTIC LEISURE TRAVEL

Abstract

Despite many studies exploring the factors that influence the use of technology in tourism, research focusing on the moderating effect of age on the use of digital marketing tools and platforms for domestic leisure travel purposes remains elusive. Using dimensions from the Technology Acceptance Model and motivation as an additional construct, this study examined the moderating effects of age on digital marketing tools and platform adoption. A sample of 401 domestic tourists and a self-administered questionnaire were used for data collection. Regression analysis was used to analyze the relationships between the proposed variables and the moderating effect of age on these relationships. The findings revealed that perceived usefulness and motivation significantly influenced the use of digital marketing tools and platforms, and the effect of motivation was more significant. Tourists’ age played a notable role in contributing to the strength of the relationships. Tourism marketers, managers, business owners, and web developers can use these results as tools to make more effective marketing decisions to promote leisure travel.