Mobile Applications in Tourism

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.