International Journal of Data and Network Science (Jan 2024)

Gen-Y Behavioral intention to adopt mobile tourism apps: Extending UTAUT2 with trust and security

  • Ba Duy Tran,
  • Dinh Hoa Vu

DOI
https://doi.org/10.5267/j.ijdns.2024.6.014
Journal volume & issue
Vol. 8, no. 4
pp. 2173 – 2184

Abstract

Read online

The evolution of technology and the widespread adoption of smart mobile devices like smartphones and tablets have significantly altered tourists' behavior using tourism services. Based on The Unified Theory of Acceptance and Use of Technology, this research aims to investigate the factors affecting Gen-Y's inclination to use tourism apps in Vietnam. The model was tested using structural equation modeling (SEM) in quantitative methodology with 337 users from Vietnam. The result showed that five factors positively impact the intention behavior of using mobile tourism applications: performance expectancy, effort expectancy, social influence, trust, and perceived security. Moreover, the findings propose practical implications and provide valuable insights for tourism app developers, marketers and operators in developing more effective tourism apps.