Exploring the Role of Innovation and Perceived Security in Contactless Technology Adoption: Evidence from Contactless Travel Services

Abstract

This study offers new empirical insights into how contactless technologies and customer experience shape technology adoption in post-pandemic tourism. By integrating TAM and TPB, the research aims to understand consumer behavioural intentions toward contactless technologies in the tourism sector. A quantitative research approach was adopted, utilising PLS-SEM to analyse survey data from 851 respondents in Spain who have previously used contactless hotel and airline services, using SmartPLS software. This approach was used to examine the relationships between constructs and their corresponding indicators, making it especially appropriate for exploratory research. The results reveal that contactless services significantly enhance perceived security, perceived value, and the customer experience, fostering a positive attitude towards their use. Attitude toward adoption strongly predicts behavioural intentions.  By applying TAM and TPB, this study offers new insights into how technological advancements influence perceived security, value, and travel intentions. Expanding on Neuberger and Egger (2021), it shows how innovation helps mitigate pandemic-related risks and enhance tourist confidence, offering guidance for providers of digital and contactless tourism services. The added value of this research lies in integrating TAM and TPB into a framework to analyse the adoption of contactless airline and hotel services, particularly in response to the pandemic. The framework also includes behavioural intentions and willingness to pay for additional security measures.