Factors Affecting SMEs' Intention to Adopt a Mobile Travel Application based on the Unified Theory of Acceptance and Use of Technology (UTAUT-2)

This study is part of a government research project which aims to synthesise the current evidence on factors affecting intention mobile application adoption called ‘Tripper Notifier Application’ (TNA) for hospitality and tourism industrial sector in Thailand. The focus small medium enterprises (SMEs), emphasize restaurants, hotels, attraction sites. present article examines various influencing use such applications by employing Unified Theory Acceptance Use Technology 2 (UTAUT-2) as theoretical underpinning this paradigm. Using 84 selected papers Scopus published between 2020 2022, A thematic analysis incorporating grounded theory approach systematically generate themes was conducted, findings found three main themes, including business transformation capabilities (BTC), digital (DTC), personal innovativeness (PI), an extension UTAUT-2 mediator moderator variables. To end, fills gaps extends framework initiative twelve inside attributes-based lines, performance expectancy, effort social influence, facilitating conditions, hedonic motivation, price value, habit behavior, behavioral intention, together with moderators: age, gender, experience. Finally, context dimensions extensions were mapped highlight all constructs TNA future directions. novel contribution fill gap both practical knowledge. On level, constitutes based research-based setting research. it provides insights information about new that SME owners, managers, practitioners should consider order differentiate their own capabilities. Doi: 10.28991/esj-2021-SP1-014 Full Text: PDF