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<p>In this study, we explore factors affecting the intention of Generation Z tourists to use smartphone apps in tourism marketing, based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. A voluntary, online-administered survey that was promoted through social media and email provided 530 responses, 399 of which were analyzed. Findings of the study, which were obtained with the help of Smart PLS 3.2.9 and SPSS 27 to conduct structural equation modeling, show that the performance expectancy, effort expectancy, social influence, enjoyment, and facilitating condition exert a significant effect on the behavioral intention of Gen Z tourists. Practical implications. The findings present accessible, organized information that can be utilized by individuals working in the tourism sector to improve their practices when it comes to digital interaction with tourism in terms of Gen Z. Originality/value. The research extends the UTAUT model to the Gen Z and tourism context, examining the adoption of the smartphone application in tourism among Gen Z. Existing UTAUT2 studies assume utilitarian adoption, but Gen Z tourism app use is driven by hedonic and experiential motivations, creating a mismatch between technology adoption theory and experiential tourism behavior.</p>

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Exploring factors influencing gen Z tourists’ smartphone app usage using a UTAUT2–TPB model

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年8月4日

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  • Khaled Hossain Rocky,
  • Rejaul Karim,
  • Sanjoy Kumar Acharjee,
  • Md. Monowar Uddin Monowar,
  • Reday Chandra Bhowmik

摘要

In this study, we explore factors affecting the intention of Generation Z tourists to use smartphone apps in tourism marketing, based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. A voluntary, online-administered survey that was promoted through social media and email provided 530 responses, 399 of which were analyzed. Findings of the study, which were obtained with the help of Smart PLS 3.2.9 and SPSS 27 to conduct structural equation modeling, show that the performance expectancy, effort expectancy, social influence, enjoyment, and facilitating condition exert a significant effect on the behavioral intention of Gen Z tourists. Practical implications. The findings present accessible, organized information that can be utilized by individuals working in the tourism sector to improve their practices when it comes to digital interaction with tourism in terms of Gen Z. Originality/value. The research extends the UTAUT model to the Gen Z and tourism context, examining the adoption of the smartphone application in tourism among Gen Z. Existing UTAUT2 studies assume utilitarian adoption, but Gen Z tourism app use is driven by hedonic and experiential motivations, creating a mismatch between technology adoption theory and experiential tourism behavior.