Purpose – This study aimed to investigate the direct and indirect relationship of utilitarian motivation, hedonic motivation and self-identity to travelers’ attitude toward travel mobile application usage using the technology acceptance model (TAM). In addition, this study identified the differences in these relationships according to users’ level of experience in general mobile application usage. Design/methodology/approach – This study used a causal research design. Online survey was conducted with a self-administered questionnaire. Findings – Utilitarian motivation is the most important factor in shaping the attitude in using travel mobile applications. However, hedonic motivation plays a role as an important catalyst for utilitarian motivation. Self-identity has a positive direct effect on attitude and an indirect effect through perceived enjoyment. There were differences in these relationships by the years of using similar technologies, general mobile application. Practical implications – This study provided meaningful implications for practitioners who utilize mobile applications as their communication channel with customers in the hospitality and tourism industry. For example, using graphic and simple icons helps users make free of efforts from reading and writing in text. Originality/value – This paper presented an important and needed research for the area of hospitality information technology. This study enhances the understanding of travel mobile application usage behavior by investigating interrelationship of utilitarian/hedonic motivation and self-identity on attitude toward using travel mobile application.
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