Abstract
The evolution of technology and the widespread adoption of smart mobile devices like smartphones and tablets have significantly altered tourists' behavior using tourism services. Based on The Unified Theory of Acceptance and Use of Technology, this research aims to investigate the factors affecting Gen-Y's inclination to use tourism apps in Vietnam. The model was tested using structural equation modeling (SEM) in quantitative methodology with 337 users from Vietnam. The result showed that five factors positively impact the intention behavior of using mobile tourism applications: performance expectancy, effort expectancy, social influence, trust, and perceived security. Moreover, the findings propose practical implications and provide valuable insights for tourism app developers, marketers and operators in developing more effective tourism apps.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
