Individual-Level Determinants of ICT-Adoption and Utilisation in Micro, Small, and Medium-Sized Tourism Enterprises Evidence from Moshi Municipality, Tanzania

Abstract

In Micro, Small, and Medium Tourism Enterprises (MSMTEs), strategic decisions are largely shaped by the personal attributes, perceptions, and behavioural tendencies of owners or managers. Despite the growing criticality of Information and Communication Technologies (ICTs) for competitiveness in the tourism sector, limited research has examined how individual-level factors influence ICT utilisation in developing economies. This study addresses this gap by applying and extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) to explore how perceived trustworthiness (privacy and security), perceived behaviour (habit and attitude), and perceived price value affect ICT utilisation among MSMTEs in Moshi Municipality, Tanzania. A cross-sectional mixed-methods design was employed, collecting quantitative data from 205 MSMTEs through structured questionnaires and qualitative insights from ten key informant interviews. Multiple regression analysis revealed that the model accounted for a substantial proportion of variance in ICT utilisation (R² = 0.736). The findings underscore the pivotal role of trust, behavioural patterns, and cost considerations in shaping digital adoption decisions among MSMTE owners. By integrating perceived trustworthiness into the UTAUT2 framework within a tourism MSMTE context, this study makes a novel theoretical contribution and offers practical guidance for policymakers, technology providers, and MSMTE stakeholders seeking to enhance ICT adoption in developing economies