Innovation science and technologiy 2-jild 7-son (2026) · 169-175-betlar
DIGITAL PAYMENT ADOPTION IN TOURISM: FACTORS INFLUENCING ACCEPTANCE IN SAMARKAND, UZBEKISTAN
Nazarova, Kamola
Annotatsiya
This paper explores the factors driving the adoption of digital payment systems in the tourism industryof Samarkand, Uzbekistan, a UNESCO World Heritage Site, within the context of the country’s rapid financial digitalisationunder the “Digital Uzbekistan — 2030” strategy. The study applies an integrated approach combining the TechnologyAcceptance Model (TAM) and binary logistic regression to analyse primary data collected from 150 respondents, includinglocal and foreign tourists, hospitality sector employees, business owners, and managers. The data were collected usinga structured bilingual questionnaire in Uzbek and Russian, administered at major tourist complexes and through GoogleForms.The results indicate that digital payment instruments are used by 84.4% of respondents. Foreign tourists (92%) andhospitality workers (93%) are the most frequent users of these platforms, with Uzum and Google Pay being the most widelyused services. The binary logistic regression model achieved a classification accuracy of 96.7% (McFadden’s R² = 0.810).Perceived Ease of Use (OR = 4.351) and Perceived Usefulness (OR = 3.344) were identified as the strongest predictors ofadoption, followed by Trust (OR = 2.163) and Internet Accessibility (OR = 1.685) as the leading contextual enablers.From the business perspective, the main barriers identified were customer distrust (48%) and high transaction fees(24%). The findings broaden the application of TAM to the tourism industry in transition economies and provide valuableoriginal empirical evidence from Samarkand. The results may support tourism policymakers, telecommunications serviceproviders, and payment service providers in developing digital infrastructure and digital platforms and strengtheningconsumer confidence in digital tourism services as part of Uzbekistan’s broader financial inclusion and digital transformationagenda.
digital payments, tourism, TAM, financial inclusion, Uzbekistan, logistic regression, Samarkand, technology acceptance.
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