Understanding the use of travel and restaurant platforms through the UTAUT2 model

Abstract

Purpose

Reservation of travel and leisure services through the digital environment has gained a growing role in society, influencing the revolution of the sector. It needs to be noted that there is a considerable lack of formal approaches to the identification of factors for the positive reception and use of these digital tools. For this reason, it is necessary to establish the main factors influencing the adoption and use of digital travel and restaurant platforms (TRPs), adding to the theoretical model two new factors: trust and word-of-mouth (WOM). This paper aims to discuss the aforementioned ideas.

Design/methodology/approach

A theoretical model has been proposed, based on the extended unified theory of acceptance and use of technology (UTAUT2). Data collection was conducted through an online survey, in which 331 responses were compiled. Data obtained were analysed using structural equation modelling (SEM) with AMOS v27 software.

Findings

The results show that performance expectancy and WOM have a significant impact on the adoption of TRPs. However, it was found that effort expectancy, social influence, facilitating conditions, trust and price/value are not significant variables.

Social implications

This research confirms that WOM communication positively influences the use of TRPs, facilitating various aspects for restaurant customers, including reducing wait times, streamlining the ordering process for allergic and intolerant customers, enhancing loyalty programs, order management and the opportunity to provide a personalised experience.

Originality/value

This study is the first to incorporate WOM variable into the extended UTAUT2 model applied to TRPs. Through a literature review, it has paved the way for significant future research directions that have not been adequately addressed by the scientific community, including the adoption and usage of food delivery platforms and online review platforms, as well as the behaviour of disabled customers towards these platforms.

Citation

García de Blanes Sebastián, M., Azuara Grande, A. and Sarmiento Guede, J.R. (2024), "Understanding the use of travel and restaurant platforms through the UTAUT2 model", British Food Journal, Vol. 126 No. 2, pp. 774-794. https://doi.org/10.1108/BFJ-07-2023-0636