Predicting Tourists Decisions to Adopt Mobile Travel Booking

Abstract

This study aims to investigate the factors that predict tourist intention of using mobile travel booking with the technology acceptance model (TAM) as a base model. Variables such as perceived usefulness, perceived ease of use, perceived enjoyment, mobility and cost are used to examine the adoption intentions of tourists. The proposed model is empirically tested using data collected from a survey of tourists from Guangzhou and Shenzhen famous tourist attractions. The structural equation modeling technique is used to evaluate the causal model and confirmatory factor analysis is performed to examine the reliability and validity of the measurement model. The results show that all variables except perceived enjoyment significantly affect tourists’ usage intention. Among them, the perceived usefulness has the most significant influence. Keywords: