Impact of cashback usage restriction exemption on travel booking: a goal-directed approach

• Pankaj Vishwakarma ^[1] ; Srabanti Mukherjee ^[1] ; Pankaj Vishwakarma ^[1]
  1. [1] Indian Institute of Technology Kharagpur

     Indian Institute of Technology Kharagpur

     India

     
• Localización: Tourism recreation research, ISSN 0250-8281, Vol. 45, Nº. 2, 2020, págs. 218-230
• Idioma: inglés
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• Resumen

  • The purpose of this study is to examine the impact of cashback usage restriction exemption (CURE) on travelers’ intention to prefer a brand’s mobile application (m-app). Using a mixed-method approach, we have established that the CURE enhances the intention to use a brand’s m-app. It was observed that the subjective norms, perceived behavioural control, anticipated positive emotions, and frequency of past behaviour affected the travelers’ desire to use a particular brand’s m-app for travel bookings if CURE is provided. Moreover, if CURE is added as an additional construct to the model, then the extended Model of Goal-Directed Behaviour (MGB) predicts the intention better than the extended Theory of Planned Behaviour (TPB).