What is Hedonic Motivation

Modern travelers prefer an easy and enjoyable experience upon travelling. According to several surveys, over 25% of respondents have installed mobile travel apps on their smartphone. Basically, the travel app is used to search and book flights or accommodation, while download and install the app is mainly to receive notification on the updated trip status and also for accessing app offline. Therefore, it's essential for tourism organization to emphasize on traveler preferences and new innovated technology could offer for competitive advantages in tourism industry. Generation Y grew up with technology and it constitutes 44% of population in Malaysia. Therefore, this research is focus on Generation Y in Malaysia, based on the UTAUT2 (Consumer Acceptance and Use of Information Technology) model to explore and predict the factors influencing the intention to use mobile travel apps. A total of 245 questionnaires were distributed to all states in Malaysia. Quantitative data were analyzed using IBM SPSS 22.0 and Smart PLS 3.0 software. The results findings show that performance expectancy has the highest significant relationship on behavioral to use mobile travel apps. It was followed by facilitating conditions and habit. Factors of effort expectancy, social influence, hedonic motivation and price value don't have much effect on individual's behavioral intention to use mobile travel apps. The theoretical, managerial and practical implications of these results are discussed.