Determinants of Behavioural Intention Towards Travel Applications in an Emerging African Economy: A Perspective on the Hospitality Industry

Abstract

This study is aimed at uncovering the determinants of behavioural intention towards travel applications in an emerging economy of South Africa. A descriptive and quantitative design was employed, and primary data (n=420) was gathered from participants using an online questionnaire. Structural equation modelling was applied to examine the theoretical connection between the dimensions of experiencescape, memorability, satisfaction, and behavioural intention. The results prove that the dimensions of experiencescape (entertainment, escapism, and aesthetics), memorability, satisfaction, and behavioural intention are positively and significantly related. Therefore, the promotion of experiencescape, memorability, and satisfaction is an important area of concern among hospitality providers in developing a consistent and enduring service experience that can stimulate behavioural intention towards travel applications.