Abstract
The main objective of this research is to investigate the predictors affecting the adoption of mobile tourism shopping among Malaysian consumers, which is an emerging new trend to shop for tourism products and services. Constructs from mobile technology acceptance model (MTAM), unified theory of acceptance and use of technology model (UTAUT) and theory of planned behaviour (TPB) were incorporated in the research model with the ultimate aim of investigating which factors have a significant impact on the adoption of mobile tourism shopping. Using empirical data from 271 completed responses and partial least squares-structural equation modelling (PLS-SEM) approach, only attitude, environment factor and mobile usefulness are significant with adoption. The findings of this research have provided practical and valuable insights to the hospitality industry by shedding light on which factors best serve as motivators for consumers to adopt mobile tourism shopping.
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