Technology Acceptance Under Conditions of Digital Transformation: A TAM-Based Study in the Tourism Sector

The acceptance and effective use of digital technologies constitute a critical prerequisite for the adaptability and sustainability of organizations in tourism and hospitality, particularly in environments characterized by technological acceleration and continuous transformation. Drawing on the Technology Acceptance Model (TAM) and established extensions, this study examines determinants of behavioral intention to use digital technologies, focusing on perceived usefulness (performance expectancy), perceived ease of use (effort expectancy), trust/security, and facilitating conditions. The empirical analysis is based on survey data collected from tourism professionals in the metropolitan area of Thessaloniki (N = 634) and employs covariance-based Structural Equation Modeling (CB-SEM) using IBM SPSS AMOS v.21. Results indicate that all examined predictors are positively associated with behavioral intention, with facilitating conditions emerging as the strongest predictor. The findings are interpreted through an organizational agility lens—treated as a contextual perspective rather than a measured construct—to explain why organizational enablement is pivotal in digital transformation settings.