Purpose

The technology acceptance model (TAM) is a widely used framework explaining why users accept new technologies. Still, its relevance is questioned because of evolving consumer behavior, demographics and technology. Contrary to a research paper or systematic literature review, the purpose of this critical reflection paper is to discuss TAM's relevance and limitations in hospitality and tourism research.

Design/methodology/approach

This paper uses a critical reflective approach, enabling a comprehensive review and synthesis of recent academic literature on TAM. The critical evaluation encompasses its historical trajectory, evolutionary growth, identified limitations and, more specifically, its relevance in the context of hospitality and tourism research.

Findings

TAM's limitations within the hospitality and tourism context revolve around its individual-centric perspective, limited scope, static nature, cultural applicability and reliance on self-reported measures.

Research limitations/implications

To optimize TAM's efficacy, the authors propose several strategic recommendations. These include embedding TAM within the specific context of the industry, delving into TAM-driven artificial intelligence adoption, integrating industry-specific factors, acknowledging cultural nuances and using comprehensive research methods, such as mixed methods approach. It is imperative for researchers to critically assess TAM's suitability for their studies and be open to exploring alternative models or methods that can adeptly navigate the distinctive dynamics of the industry.

Originality/value

This critical reflection paper prompts a profound exploration of technology adoption within the dynamic hospitality and tourism sector, makes insightful inquiries into TAM's future potential and presents recommendations.

中文翻译：

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这是生成人工智能时代技术接受模式的终结吗？

目的

技术接受模型（TAM）是一个广泛使用的框架，解释用户接受新技术的原因。尽管如此，由于消费者行为、人口统计和技术的不断变化，其相关性仍受到质疑。与研究论文或系统文献综述相反，这篇批判性反思论文的目的是讨论 TAM 在酒店和旅游研究中的相关性和局限性。

设计/方法论/途径

本文采用批判性反思方法，对 TAM 的最新学术文献进行了全面的回顾和综合。批判性评估包括其历史轨迹、演变发展、已确定的局限性，更具体地说，是其在酒店和旅游业研究背景下的相关性。

发现

TAM 在酒店和旅游领域的局限性在于其以个人为中心的视角、有限的范围、静态性质、文化适用性以及对自我报告措施的依赖。

研究局限性/影响

为了优化 TAM 的功效，作者提出了几项战略建议。其中包括将 TAM 嵌入行业的特定背景、深入研究 TAM 驱动的人工智能采用、整合行业特定因素、承认文化差异以及使用综合研究方法（例如混合方法）。研究人员必须严格评估 TAM 对其研究的适用性，并乐于探索能够熟练驾驭行业独特动态的替代模型或方法。

原创性/价值

这篇批判性的反思论文促使人们对充满活力的酒店和旅游业中的技术采用进行深入探索，对 TAM 的未来潜力进行深入探讨并提出建议。