Assessing the Impact of Environmental Factors on Geo-based Technology Acceptance Model (GTAM) Among Pedestrian Tourists

Abstract

Geo-based technology has become an integral tool in tourism activities, offering vital assistance to travelers in making spatial transit decisions at unfamiliar destinations. The widespread adoption raises the issue of whether technology diminishes or augments the role of environmental cues in wayfinding behavior. To address this gap, we incorporated environmental factors and constructing a Geo-based Technology Acceptance Model (GTAM) that integrates Perceived Environmental Complexity (PEC) and Perceived Map-Alignment (PMA) as external variables. Through an onsite survey conducted in the historic Lijiang Ancient Town with 636 participants, we developed a model to understand the adoption of navigation apps by tourist pedestrians. The significant influence of PEC and PMA on Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) demonstrates how navigation apps, as an extension of traditional maps, systematically and abstractly consolidate human spatial cognition and thinking. By visually presenting geographic information, these apps enhance users’ environmental perception and provide guided pathways in wayfinding decisions, offering a nuanced understanding of the interplay between technology and natural orientation instincts of travelers. This study underscores the pivotal role of geo-based technology in reshaping tourists’ interaction with unfamiliar environments, highlighting its potential to enrich the travel experience through enhanced spatial awareness and decision-making support.