Impact of Mobile Application Characteristics on the Application Engagement and Intention for Continuing Use in Tourism Industry

Mobile devices have become essential components of the tourism industry. The importance of travel-based mobile apps is subsequently on the rise, particularly in marketing. Going onto mobile platforms is simple and necessary, even for the smallest businesses, as they will be able to connect with many travelers worldwide who prefer using their smartphones to plan their trips. In such a competitive environment, businesses should seek ways to attract consumers to their apps and keep them engaged. The study investigates the conceptual model using the Diffusion of Innovation Theory (DOI) and Uses and Gratifications Theory (UGT). An online survey questionnaire was designed and administered to 510 European consumers who were required to have a smartphone and use a mobile application for their tourism transactions. The study outcomes show that simplicity, compatibility, benefit, and playfulness positively influence user satisfaction, and perceived value is positively influenced by simplicity, compatibility, and benefit. The study also revealed that mApp engagement and intention for continuing use are positively impacted by user satisfaction. These outcomes will generally shed light on tourism organizations, software mobile application developing companies, and user interface/user experience designers regarding the consumer’s perception and requirements from a mobile application.