Title: Traits-based technology acceptance toward smart tourism app: an empirical research on Vietnamese Gen Z travellers

Authors: Nhu-Ty Nguyen; Thai-Ngoc Pham

Addresses: School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Faculty of Economics – Law, Dong Thap University, Cao Lanh Ward, Dong Thap Province, 870000, Vietnam

Abstract: Trait is believed to be the most crucial enduring antecedent for predicting contextual action. This study employs the 3M model of Mowen in identifying and estimating the influence of traits and motives to explain the willingness to adopt smart tourism apps among Vietnamese Gen Z travellers. There were 431 Vietnamese Gen Z participants in the sample, and the findings demonstrated that a taxonomy of traits accounted for the adoption level, including: conscientiousness, extraversion, and openness to experience (classified as element traits), self-efficacy, need for affiliation, proactive personality, innovativeness, and competitiveness (classified as compound traits), desire for uniqueness, market maven, and perceived usefulness (classified as situational traits). The study confirms that traits exist on a continuum and vary across contexts and segments in their contributions to a certain action. Implications and limitations are discussed in the study.

Keywords: new technology adoption; 3M model; smart tourism app; Gen Z; elemental traits; compound traits; situational traits; surface traits; tourism industry.

DOI: 10.1504/JGBA.2026.155924

Journal for Global Business Advancement, 2026 Vol.18 No.1, pp.1 - 22

Received: 29 Jul 2025
Accepted: 11 Sep 2025
Published online: 26 Aug 2026 *

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