Does the Perception of Industry 4.0 Threat Affect Career Expectancy and Level of Knowledge on Tourism 4.0 Technologies?

This study explores the mediating role of perceived technology utility in the relationship between Industry 4.0 threat perceptions, career expectancy, and knowledge levels regarding Tourism 4.0 technologies among tourism students, who represent the prospective workforce of the tourism industry. Data were collected from undergraduate students in Turkey currently enrolled in tourism-related programs. The research model was analyzed using the partial least squares (PLS) method via Smart-PLS. The findings indicate that Industry 4.0 threat perceptions negatively influence both students’ career expectations and their levels of knowledge regarding Tourism 4.0 technologies. Additionally, perceived technology utility helps to mitigate these negative effects. This study differs from other studies in that it focuses on the threats, which are the drawbacks associated with Industry 4.0. In addition, theoretical contributions and recommendations for practitioners are presented based on the findings.