Integrative model for the adoption of tour itineraries from smart travel apps

Abstract

Purpose

Travelers are increasingly planning trips using smart travel planning apps to manage travel-related activities. They obtain their preferred tour itineraries with the use of these apps and subsequently choose their tour destinations. Therefore, the purpose of this study is to investigate the effects of smart tour itineraries on travelers and explain what drives the continual use of them.

Design/methodology/approach

Drawing on the unified theory of acceptance and the use of technology model and experiential consumption (UTAUT), the authors conducted this study in Malaysia with a sample of 307 travelers who are familiar with the use of mobile apps.

Findings

The results confirmed that all the UTAUT dimensions except the facilitating condition are significantly related to the intention to use the itinerary. Both the hedonic and utilitarian values in personal consumption significantly motivate the travelers in the behavioral intention to use the itinerary.

Originality/value

This paper offers a good explanation of how the itinerary plans can be used by examining the theories behind the current app’s usage. Many researchers have examined the adoption of the smart travel apps, which has rarely been tied to the antecedents that drive how the travelers use itineraries that are designed by the smart travel apps. This study contributes to the research regarding using the mobile travel apps by developing an integrative model to explain the traveler intentions to use smart travel itineraries.

论智慧旅游App整合旅游行程采纳模型研究目的

游客越来越多地使用智慧旅游计划App来管理他们的旅游相关活动。他们通过这样的App获得行程从而选择他们旅游目的地。因此, 本论文旨在研究智慧旅游行程对游客的影响, 并探究哪些因素驱使他们继续使用智慧旅游行程。

研究设计/方法/途径

本论文采用UTAUT模型, 在马拉西亚取样, 共搜集到307位熟悉移动App的游客数据。

研究结果

研究论文结果肯定了UTAUT各项因素除了辅助条件, 其他因素都显著与使用智慧行程息息相关。享乐型价值和实用型价值都对游客个人使用行为有着显著效果。

研究原创性/价值

本论文通过检验App使用理论解释了行程计划如何被使用。许多研究学者已经检验了智慧旅游App的使用, 但是很少真正与游客如何使用App生成行程的驱动因素相结合。本论文对理论有贡献, 通过开发整合模型以解释游客使用智慧旅游行程的行为。

Citation

Ho, R.C., Amin, M., Ryu, K. and Ali, F. (2021), "Integrative model for the adoption of tour itineraries from smart travel apps", Journal of Hospitality and Tourism Technology, Vol. 12 No. 2, pp. 372-388. https://doi.org/10.1108/JHTT-09-2019-0112