Understanding tourist mobile hotel booking behaviour: Incorporating perceived enjoyment and perceived price value in the modified Technology Acceptance Model

• Mohamad, Mohamad Amiruddin ^[1] ; Hanafiah, Mohd Hafiz ^[1] ; Radzi, Salleh Mohd ^[1]
  1. [1] Universiti Teknologi MARA

     Universiti Teknologi MARA

     Malasia

     
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 17, Nº. 1, 2021, págs. 19-30
• Idioma: inglés
• DOI: 10.18089/tms.2021.170102
• Títulos paralelos:
  • Entendendo o comportamento dos turistas que reservam alojamento através de tecnologia móvel: Incorporando oprazer percebido e o valor percebido no Modelo de Aceitação de Tecnologia modificado
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    This study examines how mobile technology adoption influences customers' intention to book hotel rooms via smartphone. This study empirically incorporated perceived enjoyment and perceived value in the modified Technology Acceptance Model (m-TAM) and tested it as a unified model. Partial Least Square-Structural equation modelling (PLS-SEM) was applied to estimate the proposed research framework based on the survey data collected from 386 travellers who booked hotels via their smartphones. The structural model confirms perceived usefulness, perceived ease of use, perceived enjoyment, and perceived price value significantly influence consumers' behavioural intentions toward mobile hotel booking. This study confirms that TAM can be extended and employed to predict and explain the acceptance of the new technologies in service industries. This study also provides valuable theoretical contributions in developing and testing related theories and practical implications to hotel operators, online travel agencies (OTAs), and hospitality technology suppliers.

  • português

    Este estudo examina como a adoção da tecnologia móvel influencia a intenção dos clientes de reservar alojamento através de um smartphone. O estudo incorporou empiricamente o prazer percebido e o valor percebido no Modelo de Aceitação de Tecnologia modificado (m-TAM) e testou o mesmo como um modelo unificado. A Modelagem de Equações Estruturais de Mínimos Quadrados Parciais (PLS-SEM) foi aplicada para estimar a estrutura de pesquisa com base nos dados recolhidos de 386 turistas que reservaram hotéis através dos seus smartphones. O modelo estrutural confirma que a utilidade percebida, a facilidade de uso percebida, o prazer percebido e o valor percebido do preço influenciam significativamente as intenções comportamentais dos consumidores em relação às reservas de hotéis por smartphone. Este estudo confirma que o TAM pode ser utilizado para prever e explicar a aceitação das novas tecnologias nas indústrias de serviços. Este estudo também fornece contribuições teóricas valiosas no desenvolvimento e teste de teorias relacionadas e implicações práticas para hotéis, agências de viagens online (OTAs) e fornecedores de tecnologia de alojamento.

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