A model of traveller acceptance of mobile technology

Abstract

With the growing popularity of mobile technology, mobile communications are becoming an important channel for tourism organizations. 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.