BEHAVIOURAL INTENTION TO USE TRAVEL MOBILE APPS IN MALAYSIA

Abstract

Mobile apps have changed the world and our daily lives. It is also changed the way we travel by making it more affordable, convenient and efficient. Recognizing the enormous impact of travel apps toward the tourism industry, it has drawn the researchers to further understand factors that affecting traveller’s intention to use travel apps. Furthermore, the Unified Theory of Acceptance and Use of Technology (UTAUT) model are among the user’s behavioural intention model that is still new and was limitedly applied in the tourism industry. Thus, this paper is aiming to examine the intention of a local resident to use travel mobile apps by using the UTAUT model. This study will contribute to providing new insights into users’ adoption and preferences of mobile apps, particularly in the tourism context. In addition, it will provide practical guidance to the mobile application developer in designing features of mobile apps that are most likely by traveller.