Abstract
Based on an extended version of the Technology Acceptance Model (TAM), this study aims to understand the intention to use tourism mobile applications. WOM about app and personal innovativeness was added to the original model along with perceived usefulness, perceived ease of use and attitude. A questionnaire was distributed through the convenience sampling method and 440 valid respondents were retained and analysed using Structural Equation Modeling (SEM). The results of this study show that WOM about app represents the strongest predictor of the intention to use of tourism mobile applications followed respectively by perceived usefulness, attitude toward using tourism mobile applications and personal innovativeness. The findings provide implications that would benefit managers in the hospitality and tourism sector as well as mobile app developers in order to ensure the effectiveness of their marketing and communication strategies and adapt their activities to the needs of a customer of the digital age.
Highlights
The use of mobile applications has boomed in the market and has become an observable trend with regard to consumers (Im & Hancer, 2016)
This study aims to explore the factors that influence the use of tourism mobile applications, including WOM and personal innovativeness based on the Technology Acceptance Model (TAM)
We provided respondents with a brief explanation of the term tourism mobile applications used in the questionnaire which refers to an application in mobile devices that can be used for booking or purchasing a tourist product or services or for searching tourism information
Summary
The use of mobile applications has boomed in the market and has become an observable trend with regard to consumers (Im & Hancer, 2016). According to a report published by Statista (2020a), consumers downloaded 116 billion mobile apps to their connected devices in 2019. This figure is projected to grow in 2024 to reach 184 billion app downloads. In the hospitality and tourism industry, mobile marketing devices are very helpful for both consumers and travel mangers as consumers can collect information about travel, tourism offers; and managers can better present and promote their products and services (Kuo et al, 2019). Hospitality and tourism companies have offered a wide range of mobile applications to customers allowing them to access information, products and services using their mobile devices (Liebana-Cabanillas et al, 2020; Litvin et al, 2017)
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