A critique of the progress of eTourism technology acceptance research : time for a hike?

Purpose: The purpose of this study is to evaluate eTourism technology acceptance literature to illustrate current gaps in the field and suggest two alternative perspectives that could be adopted. Design/methodology/approach: A review of academic literature in the field of eTourism technology acceptance was undertaken combining a systematic keyword-based search and snowballing techniques leading to the identification of relevant academic journal articles published since the year 2000. Findings: While the field of eTourism technology acceptance research has grown substantially over the past few decades, this study highlights that the majority of this research seems to have been conducted within a narrow theoretical scope. The study suggests that this has led to contemporary theoretical and philosophical advancements in understanding the psychological, sociological and neuroscientific aspects of consumer behaviour not yet being mirrored in the eTourism technology acceptance research. Research limitations/implications: This study invites researchers to adapt alternative theoretical perspectives to create a more in-depth understanding of aspects of technology acceptance behaviour that have yet to be understood. Two distinct alternative perspectives, NeuroIS and interpretivism, are suggested. Practical implications: This study assists researchers in developing alternative research agendas and diversifying the theoretical foundations of eTourism technology acceptance research. Originality/value: eTourism technology acceptance research risks being left behind if it does not begin to think beyond current theoretical conceptions of consumer behaviour research. This study contributes to the wider literature by highlighting how eTourism literature is falling behind and by suggesting two innovative alternatives that allow eTourism research an exciting way forward.