The use of Near Field Communication (NFC) technology in tourism opens up new opportunities for tourists. NFC technology provides cost savings for companies, has a positive effect on the process of forming a tourist experience, promotes and distributes information about tourist destinations. Despite the high potential, there are problems associated with the perception of innovative technologies by consumers. This article examines the factors influencing the adoption of NFC technology by consumers. The aim of the work was to develop and test a theoretical model of the adoption of NFC technology by tourists. According to the number of attributes, nine hypotheses were put forward about their impact on the consumer's decision-making process on the use of innovative technology. To determine the significance of attributes, a consistent methodology was used, including conducting in-depth semi-structured interviews, compiling a questionnaire and online questioning of tourists. The final stage of the study was the formation of a regression model that determines the strength and significance of the influence of the selected attributes on the adoption of a new technology by consumers. The proposed model has one dependent variable, that is, the consumer's intention to use the technology and nine independent variables: compatibility, approbability, visibility, relative benefit, speed, reproducibility, satisfaction, manageability, riskiness. Multiple regression analysis has shown that approbability, relative benefit, reproducibility, manageability, and riskiness are significant factors when making a decision about using NFC technology. The discriminant model demonstrated the main differences between consumer groups who are determined to use NFC and those who do not intend to use this technology. The results of the discriminant analysis demonstrated that only approbability, visibility, relative benefit, reproducibility, manageability, riskiness are significant for distinguishing between the two groups. The results of discriminant analysis are consistent with the results of regression analysis. It is determined that the attributes of innovative NFC technology that most significantly affect their acceptance by consumers include the approbability of the technology, the relative benefit of the technology for the consumer, the controllability of the process of using the technology by the consumer.