The Effects of Mobile Hotel Applications (MHA) on Customer Behavioral Intention to Reuse and Revisit

Document Type : Original Article

Author

Hotel Management Department, Cairo higher institute for tourism and hotels.

Abstract

Recently, contactless has become one of the biggest challenges facing the hospitality industry. Everywhere, the pandemic has forced hotel companies to adapt to safer measures and to strive to reduce contact points. Mobile hotel applications have become one of the most important communication channels provided by hotels for booking, and services with less staff contact. The purpose of this study is to investigate a framework model that integrates the technology acceptance model (TAM) model with the antecedents of a customer's behavioral intention to reuse the hotel's mobile app in the context of hotel reservations and use of services. The suggested model has been tested utilising structure equation analysis model “SEM”. A descriptive data collected from 204 customers who used the hotel's mobile app. Study results revealed that perceived usefulness (PU) had a significant impact on the customer memorable experience (ME) toward mobile hotel apps (MHA) technology. Furthermore, the memorable experience boosts customer satisfaction and, as a result, enhances consumer behavioural intention, resulting in increased app reuse and revisit. The findings of the study lead to the growth of hotel mobile applications as an engaging tool for hotel guest retention as well as a successful marketing tool for attracting new visitors in a highly competitive marketplace. The study's findings provide useful practical information for a variety of stakeholders, including hotel managers and IT managers in hospitality and travel industry.

Keywords

Journal of Association of Arab Universities for Tourism and Hospitality
Volume 21, Issue 4
December 2021
Pages 172-193

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