The study of mobile travel applications attributes and the impacts on user adoption among tourists in Melaka

Liew, Shin Yee (2018) The study of mobile travel applications attributes and the impacts on user adoption among tourists in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the usage of mobile phone play an important role among the tourist because they have multiple function in one small gadget. Most of the mobile users used smartphone to plan their travel when before or during their vacation. The statistics also prove that mobile travel applications act as an important tool in contributing travel and tourism industry. While based on the chief officer of Industry Regulation of Malaysian Communications and Multimedia Commission (MCMC) emphasized that the applications development industry in Malaysia was still underdeveloped due to the lack of understanding of the market (The Star, 2013). Therefore, this study aimed to study how was the attributes of mobile travel applications in affecting tourists adoption to using it during their travel. The researcher adopted the six attributes (relative advantage, privacy security, ease of use, user interface, portability, compatibility) studied by Fang et al. (2017). Survey is carried out in this research to study the relationship between the six attributes with the mobile travel applications by distributing questionnaires. There are 200 respondents have responded to the questionnaire. The results have been analysed using Pearson’s Correlation to study the relationship of these attributes in affecting tourist adoption towards mobile travel applications, and using Linear Regression Analysis to identify the factors which has affect the user adoption of mobile travel applications. Through the results generated from SPSS, three out of six attributes (user interface, relative advantage and privacy& security) have shown significant relationship with the mobile travel applications adoption. Among the six factors, relative advantage show the strongest relationship based on the correlation coefficient, which means it impacts the most on the adoption of mobile travel applications among tourist in Melaka.

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