Factors Affecting Adoption of Mobile Reservation for Hotel Rooms: A Conceptual Framework

Most hotels increasingly emphasize direct web bookings, pursuing consumers by promising best rate guarantees. Abundant information has indicated that the proliferation of wireless Internet via mobile device is increasingly important in developing hospitality business. Mobile commerce allows consumers and businesses to build connectivity by transcending time and place. So, we believe that mobile reservation for hotel rooms will be popular and proliferous in the near future because of its convenience and flexibility. Full bloom of mobile reservation services depends on user adoption and acceptance. This paper develops a conceptual research model by extending technology acceptance model (TAM) to explain the factors influencing user adoption of mobile reservation for hotel rooms. By revising TAM, we propose some important constructs. Theses, in turn, indirectly or directly determine user intention and willingness to adopt mobile reservation for hotel rooms. Seventeen propositions are developed to promote future empirical research.