Open AccessTravel Mobile Applications: the Use of Unified Acceptance Technology Model
Author(s) -
Nurzehan Abu Bakar,
Nik Alif Amri Nik Hashim*,
Nor Maizana Mat Nawi,
Marlisa Abdul Rahim,
Abdullah Muhamed Yusoff,
Roslizawati Che Aziz,
Ghazali Ahmad
Publication year - 2020
Publication title -
international journal of innovative technology and exploring engineering
Language(s) - English
Resource type - Journals
ISSN - 2278-3075
DOI - 10.35940/ijitee.b7661.019320
Subject(s) - unified theory of acceptance and use of technology , tourism , context (archaeology) , ibm , marketing , mobile phone , the internet , mobile internet , computer science , globalization , business , social influence , advertising , knowledge management , psychology , world wide web , telecommunications , geography , social psychology , political science , materials science , archaeology , law , nanotechnology
In the current era of globalisation, the Internet plays a major role in people’s lives. It has also altered the style of people travel by providing a cheaper, more convenient and more efficient price. Recognising the broad impact of travel applications on the travel sector, researchers have focused on the study of determinants of travellers’ intention to utilise travel apps. In addition, among the consumer behaviour models used to study the tourism sector, is Unified Acceptance and Use of Technology (UTAUT) model which is the common and new models nowadays. Therefore, the existing study is expected at evaluating the local residents’ intention to utilise mobile travel applications based on the UTAUT model. The self-administered questionnaire was distributed to 390 of Malaysian millennial which the IBM SPSS 24 version was selected for the data analysis. The study demonstrated that the variables of UTAUT are related to behavioural intention. This study contributes to new perspectives on mobile application usage and preferences, especially in the context of tourism. It also offers practical application implications for mobile application developers for the design of mobile app features, most likely for tourists.