The Use of Unified Acceptance Technology Model for Travel Mobile Applications | Chapter 8 | New Ideas Concerning Science and Technology Vol. 6

 The Internet now plays a critical role in society's life. It has also altered people's travel habits by making travel more affordable, convenient, and efficient. Recognizing the significant effect of travel apps on the tourism industry, researchers have concentrated their efforts on studies that assess tourists' intentions to use tourism apps. In addition, the Unified Acceptance and Use of Technology (UTAUT) model, which is a prevalent and new model today, is one of the consumer behaviour models used to research the tourism industry. As a result, the current research is expected to assess locals' willingness to use mobile travel applications using the UTAUT model. In Malaysia, 390 millennials were given self-administered questionnaires, with the IBM SPSS 24 version chosen for data analysis. The UTAUT variable has been linked to behavioural intentions in studies. This research adds to a new perspective on the use and selection of mobile applications, particularly in the tourism industry. It also has practical implications for mobile app developers in terms of feature design, with a focus on passengers.

Author (s) Details

Nurzehan Abu Bakar
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Nik Alif Amri Nik Hashim
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Nur Azimah Othman
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Nur Hafizah Muhammad
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

Tahirah Abdullah
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia.

Siti Nurul Shuhada Deraman
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia.

Siti Afiqah Zainuddin
Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Malaysia.

Nor Maizana Mat Nawi
Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, Malaysia.

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