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Mobile learning adoption for tourism education in a developing country |
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| Authors: | Johra Kayeser Fatima Parviz Ghandforoush Mahmood Khan Rita Di Mascio |
| Institution: | 1. School of Management, Faculty of Business, Government and Law, University of Canberra, Canberra, ACT, Australia;2. Pamplin College of Business, Virginia Polytechnic Institute and State University, Falls Church, VA, USA;3. School of Marketing, UNSW Business School, University of New South Wales, Sydney, NSW, Australia |
| Abstract: | Since developing countries are gradually introducing mobile-based tourism education, it is a growing demand to understand the students’ intention to adopt mobile learning. The study used partial least squares-based structural equation modelling to analyse survey data from 176 questionnaires at three tourism education institutes in Bangladesh. The study contributes to the theory of planned behaviour by examining the antecedent impact of innovativeness and moderating effect of self-efficacy. Results confirmed innovativeness as a significant antecedent on the attitude–intention relationship; however, the moderating effect of self-efficacy has not been supported. The study has marketing implications for tourism education institutes and government bodies. |
| Keywords: | mobile learning theory of planned behaviour tourism education self-efficacy innovativeness structural equation modelling developing country |