*Nur Azlin Alimuddin, Levnesh Rao, Muzafidah Mohammad

Abstract:

Mobile tourism is transforming how consumers interact with travel services, yet its adoption remains limited among Generation Z in Selangor. Trust in wireless networks plays a pivotal role in encouraging mobile tourism app usage; however, heightened privacy concerns may undermine this trust and reduce users’ willingness to adopt such technologies. Grounded in an integrated framework combining the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this study examines the influence of perceived usefulness, perceived ease of use, social influence, and wireless trust on mobile tourism adoption intentions. It also explores the moderating role of privacy concerns on the relationship between wireless trust and behavioural intention. A quantitative cross-sectional survey of 384 Gen Z respondents was conducted in Selangor. The results indicate that perceived usefulness, ease of use, social influence, and wireless trust significantly influence mobile tourism adoption intentions.

Keywords: Mobile tourism adaption, Generation Z, privacy concern, wireless trust, social influence, perceived usefulness, privacy concerns, moderating effects, digital trust in tourism