Through the use of mobile applications, this study investigated the factors that influence the intention to book tours online. Within the backdrop of the increasing prevalence of mobile app utilization in the tourism industry, the research endeavored to get an understanding of the ways in which technological and contextual factors influence user behavior. The Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (S–O-R) framework each played a role in the development of an integrated model. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was utilized to analyze the data collected from three hundred program users. According to the findings, attitudes towards app usage were significantly impacted by perceived utility, ease of use, physical environment, and social environment. These factors, in turn, influenced the intention to make an online reservation. This research not only provided application developers and tourist marketers with useful information, but it also demonstrated that the integrated model is helpful in illuminating the behavior of online tour bookings.