Sustainable Digital Tourism through Social Media: A TAM-Based Study on Food Waste Reduction in Hospitality

This study examines the adoption of social media–based food waste reduction programs within the hospitality sector, using Surplus Indonesia as a case study. Drawing on the Technology Acceptance Model (TAM), the research investigates the relationships among perceived usefulness (PU), perceived ease of use (PEOU), attitudes (ATT), and actual system use (AU) in influencing public engagement with surplus food applications. Data were collected from active users of Surplus Indonesia who interacted with the app within the past six months. Results show that PEOU significantly shapes both PU and ATT, while ATT plays a mediating role in driving AU. Interestingly, PU does not directly affect ATT, suggesting that social and environmental motivations outweigh purely functional considerations. These findings highlight the role of digital platforms and social media as enablers of sustainable e-commerce and digital tourism practices in hospitality. The study offers practical implications for platform developers and hospitality businesses to enhance user engagement through usability improvements and sustainability-driven communication strategies.本研究以印尼剩余食物平台Surplus Indonesia为案例，探讨住宿餐饮行业中基于社交媒体的食物浪费削减项目的采纳现状。本研究依托技术接受模型（Technology Acceptance Model, TAM），考察感知有用性（Perceived Usefulness, PU）、感知易用性（Perceived Ease of Use, PEOU）、使用态度（Attitudes, ATT）与实际系统使用（Actual System Use, AU）间的相互关联，并分析这四类因素对公众参与剩余食物应用的影响机制。研究数据来源于过去六个月内曾与Surplus Indonesia平台产生交互的活跃用户。结果显示，感知易用性（PEOU）会显著正向影响感知有用性（PU）与使用态度（ATT），而使用态度（ATT）在推动实际系统使用（AU）的过程中发挥中介作用。值得注意的是，感知有用性（PU）并未直接作用于使用态度（ATT），这表明社会与环境层面的动机相较于单纯的功能考量占据更主导的地位。本研究结果凸显了数字平台与社交媒体作为住宿餐饮行业可持续电子商务与数字旅游实践助推者的重要作用。本研究可为平台开发者与住宿餐饮企业提供实践启示，助力其通过优化平台易用性与以可持续性为导向的传播策略提升用户参与度。