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Shaping travelers’ attitude toward travel mobile applications

Shaping travelers’ attitude toward travel mobile applications 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Shaping travelers’ attitude toward travel mobile applications

Jin Young Im
Journal of Hospitality and Tourism Technology , Volume 5 (2): 17 – Aug 12, 2014
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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-9880
DOI
10.1108/JHTT-11-2013-0036
Publisher site
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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.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Aug 12, 2014

Keywords: Travel mobile application; Utilitarian motivation; Hedonic motivation; Self‐identity; Experience of mobile application; Technology acceptance model

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