Investigating the Impact of Perceived Usefulness, Technological Factors, and Big Data on Digital Marketing Adoption and Tourists' Purchase Intentions(Case Study)

The main objective of this study was to examine the relationship among perceived usefulness, technology factors, big data, digital marketing adoption and purchase intention in the UAE tourism sector. This study also examined the mediating role of digital marketing adoption as well. For that reason, data was collected from the tourists visiting UAE. This research used a self-administered questionnaire for data collection and analysis. The data was collected using convenience sampling. The usable response rate was 52.34%. The collected data was examined using Smart PLS. The findings of the study revealed that big data, perceived usefulness, and technological factors significantly impact digital marketing adoption. Further, digital marketing adoption has a positive impact on purchase intention as well. These findings are helpful for the management of the tourism sector of UAE to develop purchase intention among tourists.