Travel Mobile Applications: the Use of Unified Acceptance Technology Model
Nurzehan Abu Bakar1, Nik Alif Amri Nik Hashim2, Nor Maizana Mat Nawi3, Marlisa Abdul Rahim4, Abdullah Muhamed Yusoff5, Roslizawati Che Aziz6, Ghazali Ahmad7
1Nurzehan Abu Bakar, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
2Nik Alif Amri Nik Hashim*, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
3Nor Maizana Mat Nawi, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
4Marlisa Abdul Rahim, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
5Abdullah Muhamed Yusoff, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
6Roslizawati Che Aziz, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
7Ghazali Ahmad, Faculty of Hospitality, Tourism & Wellness, Universiti Malaysia Kelantan, Malaysia.
Manuscript received on December 14, 2019. | Revised Manuscript received on December 26, 2019. | Manuscript published on January 10, 2020. | PP: 3118-3121 | Volume-9 Issue-3, January 2020. | Retrieval Number: B7661129219/2020©BEIESP | DOI: 10.35940/ijitee.B7661.019320
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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.
Keywords: Mobile Apps, Unified Acceptance and Use of Technology, Intention, Malaysian, Technology
Scope of the Article: Innovative Mobile Applications