Abstract
E-ticketing as a self-service technology has become very popular in tourism, especially in the airline industry. But, the e-ticketing adoption behavior of heritage visitors received very little attention from tourism researchers, especially in developing countries. This research applied the technology acceptance model and theory of planned behavior to investigate heritage visitors' self-service e-ticketing adoption behavior. This research used primary data collected from visitors at five heritage sites in Bangladesh. The PLS-based structural equation modeling technique was applied to test the structural model. This research has found that ease of use and subjective norm have significant positive associations with attitude and intention to use e-ticketing. But, privacy concern has a significant negative association with attitude and e-ticketing intention. Perceived usefulness has a significant positive association with attitude but not e-ticketing intention. Attitude plays an important role in e-ticketing adoption behavior by moderating the relationships between e-ticketing intention and other constructs (ease of use, subjective norm, and privacy concern). This research provides valuable insights into visitors' technology adoption behavior for the academics and authorities of heritage sites in developing countries. This paper has discussed the theoretical and practical implications.