Travel Technology Acceptance of Millennials

Sabine Vanaga

Student thesis: Master thesis

Abstract

This study proposes a research framework based on a literature review and qualitative data collection method to explore the factors that influence Millennial travellers ́ intention to accept travel technologies and particularly digital crowding management tools which are more frequently introduced around the world as the travel industry is searching for answers to overtourism. The theoretical foundation for this research combines theories of the travel customer journey (Think With Google, 2016) and the Technology Acceptance Model (Davis, 1989). The framework is then tested by using eleven semi-structured, in-depth interviews with tech-savvy Millennial travellers with frequent travel habits. The framework is then further adapted according to the findings of the research and presented in order to answer the research question “How Millennial travellers accept technologies across the travel customer journey?” Furthermore, this research paper demonstrates a case study of a crowding management tool - “Live Lines” in Amsterdam with a goal to investigate the attitudes towards such tools from Millennial travellers. The findings illustrate that the most crucial acceptance factors across the travel customer journey are Social Influence, Perceived Usefulness, Perceived Ease of Use and Informativeness. The resulting framework of Technology Acceptance in Travel can be used as a reference to research projects with the objective to enhance Millennials travellers’ intention to use digital travel technologies and crowding management tools offered by destinations around the world. The results showcase the most important technology acceptance factors at each of the stages of the travel customer journey and gives insight into the complexity of the Millennial travel customer journey. Keywords: Overtourism, Technology Acceptance Model, Travel Customer Journey, Millennial Travel, Smart City Solutions

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2019
Number of pages122