Investigating the Impact of effective Factors on Big Data Technology Acceptance in Tourism Industry Using TOE Technology Acceptance Framework (Case Study: Jobs in Shiraz Tourism Industry)

Tourism is a sector that is directly and indirectly related to technological advances. Recently, Big data technology has provided significant opportunities for smartening the tourism industry. Accordingly, the present study aims to investigate the impact of factors affecting the acceptance of Big data technology to evaluate the impact of 10 components of the three dimensions of the TOE technology acceptance framework on the acceptance of Big data in the tourism sector. The present study is applied in terms of orientation and in terms of the type and manner of collecting survey-descriptive information. The statistical sample of the study included 100 employees, experts and managers of the IT department in the field of tourism who were selected using a researcher-made questionnaire and available sampling method. Then the research data were analyzed using SPSS22 and Smart PLS3 software. According to the findings, the factors of perceived comparative advantage, external support, external pressure, managerial support, human resource readiness, centralized structure, data-driven culture and complexity have been effective on the acceptance of big data in tourism; But the two factors of adaptation and technical readiness did not have a significant effect. According to the research results, due to the high importance of understanding the comparative advantage and lack of significant impact of adaptation and technical readiness; Attention to the introduction and application of an innovation is more important than the current technological facilities and capabilities of organizations to accept an innovation.