PurposeThis study used an integrated framework that incorporates the technology acceptance model (TAM) (Davis, 1989), the theory of planned behavior (TPB) (Ajzen, 1991) and trust to examine factors that mainly influence consumers' intention towards the use of smart technologies in tourism and hospitality (T&H) industry. The Internet of things (IoT), artificial intelligence (AI), virtual reality systems, augmented reality systems, etc. are the Smart 4.0 technologies generally used in T&H industry these days.Design/methodology/approachConvenience sampling approach was employed in this study. Data were collected over the Internet using a survey instrument by posting the questionnaire link on social network web pages of travel agencies from November 10, 2021, to December 30, 2021. In the opening statement of the questionnaire, we have explained about the Smart 4.0 technologies so that every respondent could understand what we mean by Smart 4.0 technologies.FindingsThe findings show that conjoining the TAM and the TPB with trust resulted in a robust model for explaining customers' intention toward using smart technologies in the T&H industry.Research limitations/implicationsSmart technologies have become one of the most profitable e-commerce applications. This study examines and integrates the various advantages of smart technologies for the consumers in T&H industry, as well as providing insight into the intentions of Indian consumers. Hence, this study gives significant information to IT companies, online travel agencies, tour operators, travel agents, T&H planners and other stakeholders on Indian consumers' behavioral intentions (BIs).Originality/valueThis study tested the utility of the extended model in predicting consumers' intention towards the use of smart technologies in T&H industry. As far as the authors' knowledge is concerned, this is the first study that predicted intention of Indian consumers towards the use of smart technologies in T&H industry by integrating TAM, TPB and trust.

PurposeIn 2019, Generation Z (Gen Z) accounted for 32% of the world population, as per the report by Bloomberg, Gen Z in India is world's largest with 472 million people, still there is very limited research conducted to explain their intention to visit heritage sites. This paper aims to report the findings of an empirical research focussing on Gen Z Indians' intention to visit heritage sites by applying theory of planned behaviour (TPB) with two additional constructs, i.e. environmental concern (EC) and environmental friendly activities (EFA).Design/methodology/approachAs a fundamental theoretical framework, the TPB model is used. Data consists of responses of 434 Gen Z Indians which were collected through online questionnaires. Using structural equation modelling (SEM) technique, the measurement and structural model were tested with the help of AMOS 22 and SPSS 25 software.FindingsThe results of SEM indicate that the hypothesized relationships between attitude (AT), subjective norms (SN), EC, EFA and intention to visit heritage sites were all supported. However, perceived behavioural control (PBC) did not influence intention.Research limitations/implicationsThe study's findings have substantial practical implications for organizations/travel companies that primarily deal in heritage sites. The findings of this study contribute to the body of knowledge about intention to visit heritage sites. As the study focuses mostly on Gene Z Indians, it is difficult to extrapolate the findings to other countries.Originality/valueThis paper will help the researchers and practitioners to understand the Gen Z Indians' intention of visiting heritage sites. To the best of the authors' knowledge, this is the first study that predicts intention of Gen Z Indians to visit heritage sites.

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