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Mobile services adoption in a hospitality consumer context

Paulo Rita (Instituto Universitário de Lisboa (ISCTE-IUL), CIS-IUL, Lisbon, Portugal and NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Lisbon, Portugal)
Tiago Oliveira (NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Lisbon, Portugal)
António Estorninho (ISCTE-IUL University Institute of Lisbon, Lisbon, Portugal)
Sérgio Moro (Instituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisbon, Portugal and ALGORITMI Research Centre, University of Minho, Guimarães, Portugal)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 5 March 2018

1336

Abstract

Purpose

This study aims to present a model drawn on both the extension of the unified theory of acceptance and use of technology (UTAUT2) and the perceived value for explaining consumer behavior toward mobile hospitality services (MHS) from two perspectives: intention to use and recommendation.

Design/methodology/approach

The partial least square (PLS) was applied to data gathered from 348 validated responses to a survey to test a number of research hypotheses.

Findings

Results found that the proposed conceptual model explains 62 per cent of the intention to use of MHS and 51 per cent of the variation in the recommendation. Perceived value plays a role in explaining both the intention to use and recommend MHS, with both constructs also helping in explaining behavior intention, to which effort expectancy, facilitating conditions and performance expectancy also contribute.

Originality/value

This research goes beyond perceived value by combining it with a cornerstone model, UTAUT2, used in technology adoption studies. The paper addresses updated MHS that include but are not limited to mobile hotel reservations.

Keywords

Citation

Rita, P., Oliveira, T., Estorninho, A. and Moro, S. (2018), "Mobile services adoption in a hospitality consumer context", International Journal of Culture, Tourism and Hospitality Research, Vol. 12 No. 1, pp. 143-158. https://doi.org/10.1108/IJCTHR-04-2017-0041

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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