Shaping travelers’ attitude toward travel mobile applications
Journal of Hospitality and Tourism Technology
ISSN: 1757-9880
Article publication date: 12 August 2014
Abstract
Purpose
This study aimed to investigate the direct and indirect relationship of utilitarian motivation, hedonic motivation and self-identity to travelers’ attitude toward travel mobile application usage using the technology acceptance model (TAM). In addition, this study identified the differences in these relationships according to users’ level of experience in general mobile application usage.
Design/methodology/approach
This study used a causal research design. Online survey was conducted with a self-administered questionnaire.
Findings
Utilitarian motivation is the most important factor in shaping the attitude in using travel mobile applications. However, hedonic motivation plays a role as an important catalyst for utilitarian motivation. Self-identity has a positive direct effect on attitude and an indirect effect through perceived enjoyment. There were differences in these relationships by the years of using similar technologies, general mobile application.
Practical implications
This study provided meaningful implications for practitioners who utilize mobile applications as their communication channel with customers in the hospitality and tourism industry. For example, using graphic and simple icons helps users make free of efforts from reading and writing in text.
Originality/value
This paper presented an important and needed research for the area of hospitality information technology. This study enhances the understanding of travel mobile application usage behavior by investigating interrelationship of utilitarian/hedonic motivation and self-identity on attitude toward using travel mobile application.
Keywords
Citation
Young Im, J. and Hancer, M. (2014), "Shaping travelers’ attitude toward travel mobile applications", Journal of Hospitality and Tourism Technology, Vol. 5 No. 2, pp. 177-193. https://doi.org/10.1108/JHTT-11-2013-0036
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited