Explaining tourist behavioral loyalty toward mobile apps

Abstract

Purpose The overall tourist experience is changing because of the development of mobile devices, ubiquitous internet access and applications (apps) designed specifically for tourism. The aim of this study is to identify the determinants of continued use and recommendation of such apps (loyalty), framed within the unified theory of acceptance and use of technology (UTAUT2) model, considering innate user traits (innovativeness) and one of the principal attributes of mobile phones (portability). Design/methodology/approach The sample comprised 285 Spanish tourists who owned a smartphone and were using some kind of mobile app in connection with their stay. Findings The results show that the UTAUT2 model is effective in explaining loyalty toward tourism apps and that its variables mediate the effect of user and mobile device characteristics. Research limitations/implications To ensure continued use of a tourism app, it should possess the following core attributes: deliver a positive cost–benefit trade-off, be fun to use, provide up-to-date and useful information and generate a degree of dependency in the user. Originality/value The present research is particularly relevant because of its focus on the use of apps during the stay, given that most of the extant literature centers on previous stages (such as service booking).