Identification of Effective Factors and Study of their Impact on Consumer Acceptance of E-tourism in Iran

E-Commerce is growing rapidly and so is its major part, e-tourism. Although it is important to enhance its technology, but there is a necessity to understand the behavior of its consumer first. This study aims to identify fundamental factors influencing consumer acceptance of e-tourism websites in Iran. The theoretical background of the study is based on Technology Acceptance Model. We investigated the effect of Task Technology Fit, playfulness, trust and computer selfefficacy, as additional factors, on user acceptance of e-tourism websites. Our empirical findings from analyses of a survey data indicate that “attitude” toward use has the most effect on intention to use e-tourism. The result of this study enhanced our knowledge about critical success factors which influence etourism acceptance. Our findings help tourism operators, web developers and researchers to better understand consumer’s behavior in e-tourism context.