Refining Technology Adoption Model in Tourism-Culture-Museum and Mainstream Service Industries: A Bibliometric Analysis

Information and communication technologies play a crucial role in the development of tourism and service industries. Continuous innovation and the extension of technological knowledge are essential for adoption. This study critically evaluates the evolving structure and latest trends of the Technology Acceptance Model (TAM) by reviewing relevant studies in tourism-related and mainstream service industries. Sixteen SSCI journals were selected, encompassing all TAM-related articles. The research employs descriptive statistical analysis using CiteSpace and content analysis to identify similarities and differences between the two fields. The longitudinal review spans five decades, identifying shared moderators, mediators, and variables in existing TAM research. Findings highlight the integration of TAM in notable studies using the 4Es (Engagement, Efficacy, Enjoyment, and Experience) attributes. Additionally, the study reveals differences between the tourism-culture-museum area, which focuses on Extended Reality (XR), and the mainstream service area, which explores diverse innovations. This study quantifies innovation applications, presents TAM thrusts and generations, and itemizes all TAM attributes. A novel TAM variant is proposed to refine the framework, embedding the 4Es and obstructive factors, and emphasizing emotional, social, and control factors.