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The purpose of this study is to examine customer intentions to download mobile applications in the hospitality industry. Even though major hospitality companies offer the mobile applications, many customers have not utilized them. The results showed what encouraged customers to download mobile applications in the hospitality industry.

The Technology Acceptance Model was applied for this research to explain customer intentions. College students were the target population of this study because they understand and adopt the technology well. Therefore, mobile applications will become a popular way to purchase goods and services when university students will have purchasing power.

Even though major hospitality companies offer mobile applications, more than a half of respondents responded that they had not used mobile applications from the hospitality firms. The results showed that promotion information was not an only reason to download mobile applications; however, the results also showed that consumers who enjoy using smartphones and who are confident in themselves are more likely to download the mobile applications.

The data were collected in a university; therefore, generalizability is one of the limitations of this research. Multiple regressions only verify the relationship between dependant and independent variables. University students may not have a chance to plan their trips so they may not need the mobile applications.

This study employed the TAM to examine the reasons why customers download mobile applications offered by companies in the hospitality industry. Literature discussing mobile applications in the hospitality industry is very scarce. This research will assist managements in utilizing their mobile applications.