ICT Adoption Intention Among Household-owned Tourism Businesses in the Era of Digital Transformation

The adoption of information and communication technology (ICT) has become increasingly essential for household-owned tourism businesses as they adapt to the demands of the digital transformation era. To explore the factors influencing ICT adoption intentions, a structured survey was conducted among household-owned tourism businesses in the Northern mountains of Vietnam. The collected data was analysed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. This study applies the Technology–Organisation–Environment (TOE) framework to identify the key determinants shaping ICT adoption intentions. The results indicate that several factors significantly impact the intention of household-owned tourism businesses to adopt ICT, including technological characteristics such as complexity, compatibility, and relative advantage, as well as organisational readiness, competitive pressure, and government support. Beyond identifying these influential factors, the study's theoretical contributions and practical implications are also discussed. The findings provide valuable insights for policymakers, business owners, and researchers, enhancing the understanding of ICT adoption intention in the tourism sector.