Understanding tourist mobile hotel booking behaviour: Incorporating perceived enjoyment and perceived price value in the modified Technology Acceptance Model

This study examines how mobile technology adoption influences customers' intention to book hotel rooms via smartphone. empirically incorporated perceived enjoyment and value in the modified Technology Acceptance Model (m-TAM) tested it as a unified model. Partial Least Square-Structural equation modelling (PLSSEM) was applied estimate proposed research framework based on survey data collected from 386 travellers who booked hotels their smartphones. The structural model confirms usefulness, ease of use, enjoyment, price significantly influence consumers' behavioural intentions toward booking. that TAM can be extended employed predict explain acceptance new technologies service industries. also provides valuable theoretical contributions developing testing related theories practical implications operators, online travel agencies (OTAs), hospitality suppliers.