Why do passengers continue to use paper boarding passes? Examining barriers to the adoption of mobile boarding passes

Purpose Despite the numerous benefits of mobile boarding passes, many passengers continue to prefer traditional paper boarding passes. This study investigates the factors causing the non-adoption of mobile boarding passes in Sarawak, Malaysia by using the innovation resistance theory (IRT) extended with the perceived sacrifice variable. Design/methodology/approach The study analyzed 250 valid responses from university staff and students using purposive sampling. Structural equation modelling with partial least squares (PLS-SEM) was employed to validate the associations between the variables. Findings The study identified that value barriers, image barriers and perceived sacrifice hinder the adoption of mobile boarding passes, while usage barriers, risk barriers and tradition barriers do not significantly impact non-adoption. Research limitations/implications Perceived sacrifice is the most significant barrier to mobile boarding pass adoption, followed by image and value barriers. To address these issues, airline companies should develop simple, user-friendly and interactive apps, ensure robust digital infrastructure and highlight the added value of mobile boarding passes. Governments and airlines should also enhance public perception through campaigns and provide user-friendly resources. The insights found could guide digital transformation strategies, reduce operational costs, support environmental goals and facilitate the achievement of United Nations sustainable development goals (SDGs) 9, 12 and 13 from the aviation and travel industry perspective. Originality/value This study contributes to the technology adoption literature in the airline industry by exploring the non-adoption of mobile boarding passes which is an area previously under-researched. By extending the IRT with perceived sacrifice, this study provides significant theoretical insights into the barriers to adopting mobile boarding passes.