• Journal of Digital Convergence
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• v.16 no.6
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• pp.95-104
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• 2018

This study is focused on analyzing the difference by demographical characteristics of users on acceptance behavior of tourism omnichannel based upon Unified Theory of Acceptance and Use of Technology. Through field survey with 392 respondents, the results are as follows. Partially differences on acceptance behavior are found according to gender, age, education and job as demographic characteristics of tourism omnichannel. And the difference by demographic characteristics on acceptance behavior about preferring tourism information is not significant. However performance expectancy and effort expectancy as factors of UTAUT are significantly positive in thirties group of tourism omnichannel users.