Mobile services adoption in a hospitality consumer context

Purpose: This study aims to present a model drawn on both the extension of the unified theory of acceptance and use of technology (UTAUT2) and the perceived value for explaining consumer behavior toward mobile hospitality services (MHS) from two perspectives: intention to use and recommendation. Design/methodology/approach: The partial least square (PLS) was applied to data gathered from 348 validated responses to a survey to test a number of research hypotheses. Findings: Results found that the proposed conceptual model explains 62 per cent of the intention to use of MHS and 51 per cent of the variation in the recommendation. Perceived value plays a role in explaining both the intention to use and recommend MHS, with both constructs also helping in explaining behavior intention, to which effort expectancy, facilitating conditions and performance expectancy also contribute. Originality/value: This research goes beyond perceived value by combining it with a cornerstone model, UTAUT2, used in technology adoption studies. The paper addresses updated MHS that include but are not limited to mobile hotel reservations.