Purpose The purpose of this research is to identify motivators (i.e. self-efficacy, perceived behavioural control and perceived benefits) and inhibitors (i.e. perceived cost and anxiety) that affect behavioural intentions to book hotel rooms using smartphones. Design/methodology/approach Utilising survey data collected from online consumers who have booked hotels in London, two stages of structural equation modelling were applied to estimate the proposed model. Findings The results of this research indicate that perceived behavioural control appears to be the core motivator for the use of smartphones to book a hotel with perceived benefits, whereas anxiety plays a negative role in leading to mobile booking behaviours. It is also identified that self-efficacy indirectly influences intentions to reserve hotel accommodation. Practical implications This study suggests that hospitality marketers should simplify the mobile purchasing process to enhance self-confidence in controlling the system during transactions, educate current and potential online consumers to become aware of the competitive benefits of using smartphones and create alliances with credit card companies to relieve anxiety when users are asked to provide personal or banking information. Originality/value In light of the substantial literature regarding the adoption of technology in terms of user experience (i.e. TAM), this study integrates two theoretical foundations of understanding consumer behaviours (i.e. a concept of consumer values and theory of planned behaviour) to assess motivators and inhibitors in behaviours related to booking hotel accommodation via smartphones.
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