The power of emotions: combining emotional attachment theory (EAT) and the technology acceptance model (TAM) to predict consumers' intention to use interactive technologies (ITs) at tourism destinations

Tourism, as an information-intensive industry, has adopted technological advancements that have supplanted the sense of human touch and feel. The paper employed the emotional attachment theory (EAT) and the technology acceptance model (TAM) to examine consumers' behavioural intent of utilising interactive technologies (ITs) to understand human-machine interaction and its application in an emerging economy. The research surveyed 399 tourists to different tourist spots in Delhi using the method of convenience sampling. Using structural equation modelling (SEM) to evaluate the data and anticipate the variables' relationships, this data was utilised to empirically evaluate the conceptualised framework. The hypotheses regarding emotional trust and perceived ease of use lacked empirical support, but the evidence collected validated the remaining hypotheses. This study provided a novel theoretical perspective to understanding emerging interactive technology's usage. Additionally, it is noteworthy that this study has added practical expertise by indicating that technology developers and policymakers should balance emotional and technological aspects to promote the safe and satisfying use of ITs for consumers without risking their well-being. The research highlighted the connection between the emotional state of tourists and their propensity to use new forms of ITs at tourism destinations, intending to enhance the tourist experience and build trust.