Drivers of E-Tourism Adoption in Bangladesh: An Extended UTAUT Model Integrating Digital Literacy and Vacation Packages

Abstract

Background: The adoption of technology in the tourism industry has become a worldwide trend aimed at enhancing effectiveness and efficiency in this sector.

Objectives: This study investigates the drivers influencing e-tourism adoption in Bangladesh by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model with the addition of digital literacy and vacation packages.

Methodology: This research proposes and tests a conceptual model grounded in complexity and configuration theory. We employ a mixed-method analytical approach, integrating Fuzzy-Set Qualitative Comparative Analysis (fsQCA) as a complementary tool to Structural Equation Modelling (SEM). Empirical validation was conducted using data from 297 online tourists.

Results: Structural Equation Modelling (SEM) revealed that e-tourism adoption intention was significantly influenced by vacation packages, effort expectancy, performance expectancy, facilitating conditions, and digital literacy, whereas social influence did not show a significant effect. Furthermore, Fuzzy-Set Qualitative Comparative Analysis (fsQCA) identified five sufficient configurations of these causal conditions that lead to high levels of e-tourism adoption.

Conclusion: The findings confirm the primary drivers of e-tourism adoption in Bangladesh and identify five specific, high-adoption pathways. Practically, these results enable e-tourism service providers and policymakers to strategically allocate resources, optimise platform design, and implement targeted digital literacy initiatives to accelerate e-tourism adoption rates in the region.

Unique Contribution: This research provides a significant methodological advancement by integrating SEM and fsQCA to move beyond testing net effects and establish a detailed, configurational understanding of e-tourism adoption. Theoretically, it extends the UTAUT model by identifying new context-specific causal conditions relevant to travellers in Bangladesh.

Key Recommendation: It is suggested that online travel service providers, marketers, and digital platform executives utilise the detailed findings of this study. Specifically, they should consider developing and implementing strategies that focus on optimising the five sufficient causal configurations identified by fsQCA and prioritise investments in the factors (e.g., performance expectancy, digital literacy) that significantly influence e-tourism adoption among Bangladeshi travellers.