Why hotel guests go mobile? Examining motives of business and leisure travelers

ABSTRACT

Employing the extended Technology Acceptance Model (TAM), this paper aims to examine two groups of hotel guests—business travelers and leisure travelers’ different motives of using mobile technology in facilitating hotel services during their stay at a hotel. The survey sample is 683 consumers who had the experience of a hotel stay in the last three months, and structural equation modeling was performed. Traditional TAM factors—perceived usefulness and perceived ease of use are identified as effective factors in influencing both business and leisure travelers to adopt mobile technology in their hotel stays. However, business travelers are more influenced by reliability and privacy factors of the technology than are the leisure counterparts when deciding to use mobile hotel apps. Leisure travelers are more influenced by “fun” features of the mobile technology and if they are innovative in the nature, they tend to use mobile apps for hotel services.

摘要

本文运用扩展的技术接受模型(TAM)考察了商务旅客和休闲旅客在酒店逗留期间使用移动技术促进酒店服务的不同动机。调查样本为过去三个月有入住酒店经验的683名消费者，并进行结构方程建模。传统的TAM因素——感知有用性和感知易用性被识别为影响商务和休闲旅客在酒店住宿中采用移动技术的影响因素。然而，在决定使用移动酒店应用程序时，商务旅行者比休闲旅行者更受技术的可靠性和隐私因素的影响。休闲旅行者更容易受到移动技术的“乐趣”特征的影响，如果他们在本质上是创新的，他们倾向于将移动应用程序用于酒店服务。

KEYWORDS:

• Mobile technology
• business travelers
• leisure travelers
• hotel service
• mobile apps