Business Mobile Application Using Technology Acceptance Model (Tam) for Hospitality Industry
Authors: A. E. Okwong, 
Published: December 2024

The adoption of business mobile applications (BMAs) in the hospitality industry has surged globally, facilitated by the rapid growth of smartphones and mobile technologies. Using the Technology Acceptance Model (TAM) as a theoretical lens, this study examines the factors influencing the adoption of BMAs in Nigeria and South Africa's hospitality sectors. TAM posits that perceived ease of use (PEOU) and perceived usefulness (PU) are critical factors that determine user acceptance of technology. In the context of the hospitality industry, BMAs enhance customer experience by streamlining booking processes, improving customer service, and offering tailored services through personalized applications. In Nigeria, the increasing penetration of mobile devices and digital payment platforms like Flutterwave and Paystack has driven BMA adoption, though infrastructural challenges and data privacy concerns remain. South Africa, on the other hand, has seen a rapid adoption of BMAs due to government initiatives promoting the digital hospitality industry despite language and cultural barriers affecting user engagement. In South Africa, high internet penetration and an established digital ecosystem have accelerated BMA adoption in hospitality, with an emphasis on enhancing customer engagement through artificial intelligence and data analytics, leading to mobile technology adoption, driven by innovations in mobile payment systems like Alipay and ChatPay, enabling seamless integration of BMAs into the hospitality sector. However, government regulations around data security pose significant challenges. Across these diverse regions, the study concludes that cultural, infrastructural, and regulatory factors play pivotal roles in shaping BMA adoption. Despite contextual differences, TAM remains a useful model to understand the adoption patterns of BMAs, suggesting that improving PEOU and PU will drive further technological integration in the hospitality industry. The adoption of business mobile applications (BMAs) in the hospitality industry has surged globally, facilitated by the rapid growth of smartphones and mobile technologies. Using the Technology Acceptance Model (TAM) as a study, examines the factors influencing the adoption of BMAs in the hospitality sectors of Nigeria and South Africa. TAM posits that perceived ease of use (PEOU) and perceived usefulness (PU) are critical factors that determine user acceptance of technology. In the context of the hospitality industry, BMAs enhance customer experience by streamlining booking processes, improving customer service, and offering tailored services through personalized applications. In Nigeria, the increasing penetration of mobile devices and digital payment platforms like Flutterwave and Paystack has driven BMA adoption, though infrastructural challenges and data privacy concerns remain. South Africa, on the other hand, has seen a rapid adoption of BMAs due to government initiatives promoting the digital hospitality industry despite language and cultural barriers affecting user engagement. In South Africa, high internet penetration and an established digital ecosystem have accelerated BMA adoption in hospitality, with an emphasis on enhancing customer engagement through AI and data analytics. However, government regulations around data security pose significant challenges. Across these diverse regions, the study concludes that cultural, infrastructural, and regulatory factors play pivotal roles in shaping BMA adoption. Despite contextual differences, TAM remains a useful model to understand the adoption patterns of BMAs, suggesting that improving PEOU and PU will drive further technological integration in the hospitality industry.