This study analyzed the relationship between integrated technology acceptance attitude and purchase intention of omnichannel service of tourism. In particular, the attitude of acceptance in the tourism omnichannel service area was analyzed from the user's perspective.
As a result of the analysis, performance expectation, effort expectation, Social Influence, promotion condition, innovation and self efficacy were found to have a significant influence on purchase intention in adopting tourism omnichannel service integrated technology. Unlike previous studies that analyzed the factors of independent channels, it is a meaningful study on the acceptance attitude from the omni channel perspective, which is a form of channel integrating on/offline.