ABSTRACT
M-commerce with distinct advantage over e-commerce has been gaining popularity in travel and tourism management. M-tourism is an extension of m-commerce into tourism, travel, and allied sectors. M-tourism applications are widely construed both from demand and supply dimensions. The present study tries to identify various factors deterring the adoption of m-tourism in demand paradigm. An exploratory sequential method consisting of in-depth interview and factor analysis was adopted for the study. The study shows that there are 7 identified dimensions, that is, performance expectation factor, perceived effort factor, socially influencing factors, facilitation factor, technology specific factor, personal centric factor, and country specific factor with 35 deterring variables prevailing in the context of m-tourism in India.
