THE ROLE OF MOBILE APPLICATIONS IN TRAVEL INTENTIONS AMONGST TOURISTS IN UTTARAKHAND

The companies from the tourism industry have developed an inclination towards these mobile applications and therefore motivate their customers to exchange information including their details, reviews, experiences or feedbacks that works as a torch bearer for these companies in creating a suitable plan leading to a win-win situation for all. Understanding the expeditious modifications in consumer buying behaviour in context to their travel intentions has observed a shift from the very ‘traditional' to ‘digital' methods. The shift has been successful for both the industry and consumer by enabling both parties to get connected with the internet enabled mobile applications. Therefore, there exists an urgent need to investigate the mediating role attitude towards mobile applications between perceived usefulness, perceived trust and travel intention.