Whether or not consumers believe they have control over events in their lives determines their likelihood of reusing hotel booking apps, find Professor Rob Law of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and co-authors in a recently published study. This belief is known as “locus of control” (LoC), the researchers explain, and consumers with an internal LoC are more likely to use hotel booking apps because they feel more positive about their ability to use technology and overcome any difficulties they may encounter. In contrast, consumers with an external LoC are likely to only use travel apps with user-friendly interfaces that also offer plenty of support when difficulties arise. Practitioners aiming to introduce or improve mobile booking apps will benefit from the useful recommendations the researchers offer for addressing the concerns of different user types.
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