Travel Mobile Applications: the Use of Unified Acceptance Technology Model

Abstract

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.