THE TECHNOLOGY ACCEPTANCE MODEL THEORY AND UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY (UTAUT)

This descriptive analytical study, it is part of an extensive study conducted by the researcher on: The Impact, Opportunities and challenges of using Information communication technology in Tourism Sector in Oman. It discusses the factors affecting the acceptance of the use of information and communication technology in the tourism sector, when the development of using the information technology allowed governments and tourism institutions to provide services of better quality. Though individuals and many groups of society obtained the appropriate technology; wasn't quite as effective. Despite the many benefits of communication technology applications, they are not always easily accepted by the employees of the tourist establishments. It became necessary to know what makes employees accept or resist certain computer technologies. When digital tourism opens up opportunities for companies and organizations to engage and attract audiences. The study applies the descriptive analytical method. The findings of the study showed that: The technology acceptance model occupied a distinguished position among the models that tried to explain the acceptance or failure of information systems. It was even considered a powerful theory in explaining and predicting the behavior of users of information systems. After the model has been experimentally and applied extensively and extensively. The unified theory of technology acceptance and use; It was superior to all of its previous models.