Impact of Mobile Booking Applications on Consumer Behavior in the Hospitality Industry
DOI:
https://doi.org/10.47941/jmh.1958Keywords:
Mobile booking applications, Consumer behavior, Hospitality industry, Social media influence, User experience, Personalized recommendations, Data security, Market segmentation, Demographic variationsAbstract
Purpose: The general objective of this study was to analyze the impact of mobile banking applications on consumer behaviour in the hospitality industry.
Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
Findings: The findings reveal that there exists a contextual and methodological gap relating to the impact of mobile banking applications on consumer behaviour in the hospitality industry. Preliminary empirical review revealed that these applications significantly enhanced consumer convenience and engagement by streamlining the booking process and integrating features like real-time updates and secure payments. It found that younger generations were the primary users, while older generations adopted these technologies more cautiously. Social media and peer reviews were identified as critical factors influencing consumer trust and adoption. The study recommended further research into advanced technologies and security measures to enhance personalization and maintain consumer trust in mobile booking applications.
Unique Contribution to Theory, Practice and Policy: The Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB) and Diffusion of Innovations (DOI) may be used to anchor future studies on mobile banking applications on consumer behaviour in the hospitality industry. The study recommended developing new theoretical models to better understand the multifaceted influences of mobile apps, enhancing user experience through continuous innovation, and ensuring robust security measures. It emphasized the importance of stringent regulatory frameworks to protect consumer data, targeted marketing strategies for different demographic groups, and strategic partnerships between hospitality businesses and technology developers. The study also called for ongoing research to track changes in consumer behavior and explore cross-cultural differences to develop globally relevant strategies.
Keywords: Mobile booking applications, Consumer behavior, Hospitality industry, Social media influence, User experience, Personalized recommendations, Data security, Market segmentation, Demographic variations
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