ADOPTION OF AUTONOMOUS MARITIME TOURISM IN EMERGING MARKETS: A DISCRIMINANT ANALYSIS OF BEHAVIOURAL INTENTION AMONG INDIAN TOURISTS (opens in a new tab)
This study explores factors influencing Indian tourists' acceptance of Autonomous Maritime Tourism (AMT), an AI-driven innovation in smart ports and navigation. Using the Technology Acceptance Model and Diffusion of Innovation theory, it surveyed 237 Indian tourists and analyzed data via discriminant function analysis. Social influence emerged as the strongest predictor of behavioral intention, followed by relative advantage, perceived complexity, and facilitating conditions. The findings highlight that social validation and perceived benefits outweigh risk factors in shaping AMT adoption in India.