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<p>The rapid growth of digital payments has transformed global commerce, yet the adoption of mobile wallets in tourism-driven economies, particularly in semi-urban and hilly regions, remains underexplored. This study examines the factors influencing mobile wallet adoption among tourists in the Garhwal region of Uttarakhand, India, where infrastructural limitations and demographic diversity present unique challenges to the adoption of mobile wallets. Drawing on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the Technology Acceptance Model (TAM), and the Expectation-Confirmation Model (ECM), the research examines the role of perceived usefulness, effort expectancy, enjoyment, compatibility, social influence, and trust in shaping satisfaction and behavioral intentions. A structured survey of 976 tourists was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that perceived enjoyment and satisfaction are the strongest drivers of behavioral intention, while trust, contrary to conventional assumptions, exerts a weak and insignificant influence. Demographic moderators such as age and gender show limited effects. These findings highlight that tourists prioritize convenience, engagement, and experiential rewards over security concerns in the context of short-term payments. By challenging dominant assumptions and extending adoption models, the study not only contributes to theory but also provides actionable insights for policymakers, businesses, and destination managers seeking to foster sustainable digital financial ecosystems in tourism-driven regions.</p>

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Mobile wallet adoption in tourism economies: the role of trust, incentives, and user behavior

  • 期刊论文

  • 发表日期：

    2025年10月11日

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  • Shiv Kumar Gupta,
  • Shashank Gupta,
  • Rachana Jaiswal

摘要

The rapid growth of digital payments has transformed global commerce, yet the adoption of mobile wallets in tourism-driven economies, particularly in semi-urban and hilly regions, remains underexplored. This study examines the factors influencing mobile wallet adoption among tourists in the Garhwal region of Uttarakhand, India, where infrastructural limitations and demographic diversity present unique challenges to the adoption of mobile wallets. Drawing on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the Technology Acceptance Model (TAM), and the Expectation-Confirmation Model (ECM), the research examines the role of perceived usefulness, effort expectancy, enjoyment, compatibility, social influence, and trust in shaping satisfaction and behavioral intentions. A structured survey of 976 tourists was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that perceived enjoyment and satisfaction are the strongest drivers of behavioral intention, while trust, contrary to conventional assumptions, exerts a weak and insignificant influence. Demographic moderators such as age and gender show limited effects. These findings highlight that tourists prioritize convenience, engagement, and experiential rewards over security concerns in the context of short-term payments. By challenging dominant assumptions and extending adoption models, the study not only contributes to theory but also provides actionable insights for policymakers, businesses, and destination managers seeking to foster sustainable digital financial ecosystems in tourism-driven regions.