The factors that influence tourists to adopt Internet of Things (IoT) technology related to tourism in Malaysia

Zichuan, Hor (2025) The factors that influence tourists to adopt Internet of Things (IoT) technology related to tourism in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This research focuses on the application of Internet of Things (IoT) in the tourism industry, aiming to bring important changes to the tourism industry and improve the satisfaction of tourists visiting Malaysia. The purpose of this research is to investigate the factors that influence the application of IoT when tourists visit Malaysia. The research objective is to investigate the factors that influence the application of IoT based on the UTAUT model. This research adopted positivism as the research philosophy and deductive method as the theory development method. The author adopted quantitative research method to conduct the study and distributed questionnaires to 120 respondents. The data was collected from tourists who visited Malacca, Malaysia and SPSS was used to analyse the collected data. According to the research, the effort expectancy and facilitating conditions in the UTAUT model have a significant impact on tourists' usage of IoT when visiting Malaysia. IoT provides convenient and personalized assistance in the tourism industry, which has a good impact on tourist satisfaction. This study enhances stakeholders' awareness of the use of IoT capabilities while traveling to improve tourist experience and service quality in the highly competitive tourism industry. The significance of this study is to provide important insights into maximizing convenience and services to tourists traveling to Malaysia through the Internet of Things.

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