Tags:Adoption Model, Backpacker, Cost-savings, Mobile Hotel Reservation and Mobile Technology
Abstract:
With mobile technologies, the distribution channel of the hotel industry evolved with the changes in purchase behaviour. Mobile technology offers mobility and accessibility in making hotel reservations. The study aims to extend TAM by examining the effect of perceived cost-saving on backpackers’ intention to adopt mobile hotel reservations. This cross-sectional design employs partial least squares structural equation modelling to test 296 data collected from backpackers in Malaysia. Findings revealed perceived cost-saving, attitude, perceived ease of use and perceived usefulness to be significant predictors to backpackers’ intention to adopt mobile hotel reservations. Backpackers are unique in their demands and expectations. With perceived cost-saving indicating a strong influence on intention to adopt mobile hotel reservations, information on pricing and promotions should be highlighted and personalised for a better customer experience.
Backpackers’ Adoption Intention of Mobile Hotel Reservation (MHR): Are Costs Important?