A model of traveller acceptance of mobile technology

TLDR

Mobile technology is increasingly popular and serves as a key communication channel for tourism organisations, with existing frameworks identifying factors that influence tourist acceptance. The study aims to model mobile technology acceptance by introducing technology experience and trip experience as external variables and perceived usefulness and perceived ease of use as key determinants. Using an extensive literature review, the authors develop a structural model linking the external variables and determinants to user attitudes and adoption intentions. Confirmatory factor analysis and structural equation modelling revealed that trip experience and technology experience positively affect perceived performance and ease of use, which in turn enhance travellers’ attitudes and intention to use mobile devices. © 2008 John Wiley & Sons, Ltd.

Abstract

Abstract With the growing popularity of mobile technology, mobile communications are becoming an important channel for tourism organisations. This study builds upon a conceptual framework that explains the factors influencing tourist acceptance of mobile devices. To represent the uniqueness of mobile technology acceptance based on an extensive literature review on user technology acceptance, this study proposes two external variables (technology experience and trip experience) and two influential determinants (perceived usefulness and perceived ease of use). These factors together determine user attitudes towards using mobile devices and, consequently, influence user intention and willingness to adopt mobile devices in the tourism context. The results of a confirmatory factor analysis and structural equation modelling showed that trip experience and technology experience positively influenced perceived performance and perceived ease of use, and the factors positively related to travellers' attitudes towards using mobile devices and intention to use them within the tourism context. Copyright © 2008 John Wiley & Sons, Ltd.