Factors Influencing the Adoption of Travel Experience Applications Among Local Tourists in Malaysia

This study investigates the factors influencing the adoption of travel experience applications among local tourists, with a focus on digital marketing strategies in the tourism sector. It adopts a quantitative approach, employing convenience sampling to gather data from a diverse sample of local tourists. Through a meticulous literature review, the study explores the personal, psychological, social, and cultural factors that influence adoption behaviour, drawing upon established theoretical frameworks such as the Technology Acceptance Model (TAM). Data analysis techniques, including correlation analysis and regression modelling, are employed to analyze the relationships between independent variables (Perceived Ease of used, Trust, and Perceived Risk) and the dependent variable (Adoption to use travel experience applications). The findings of the study provide valuable insights into the dynamics of adoption behaviour among local tourists and offer practical recommendations for digital marketing practitioners seeking to enhance the adoption and usage of travel experience applications in the tourism industry.