How to improve travel-app use continuance: The moderating role of culture

Abstract

The use of travel apps profoundly influences the behavior of tourists throughout the entire tourism experience. The aim of the present study is therefore to contribute to travel-app use continuance. An extended ‘continued use’ model based on the UTAUT2 framework is proposed, including important tourist behavior variables: satisfaction, privacy risk, personalization, e-WOM, relative advantage, aesthetics, social interaction, and information quality. The importance of culture for technology acceptance and use is also verified, as is culture’s influence on tourist behavior, the latter being reflected in the moderating variables of the proposed model: the cultural dimensions of uncertainty avoidance and individualism/collectivism.