Mobile Tourism the Hidden Jewel of the Tourism Industry?

Garry Wei-Han Tan and Keng-Boon Ooi
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Garry Wei-Han Tan: Universiti Tunku Abdul Rahman, Malaysia
Keng-Boon Ooi: Bandar Universiti Teknologi, Malaysia

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Abstract: Purpose: Purchasing tourism related products and services have often been limited to either bricks-and-mortar stores or desktop computers. With the growing popularity of mobile devices (m-devices) and technological innovation in wireless networks, mobile tourism (m-tourism) is expected to emerge as the next frontier in the area of mobile commerce. While the development has present consumers with another method in purchasing and ideally realistic for acceptance in the tourism industry, the adoption rate using m-device as another purchasing channel is not widespread among consumers. Likewise, the study on the adoption of m-devices in tourism sector has also been neglected by many academicians although the findings bring immense important in tourism research. Since substantial investments are needed by organizations to develop the infrastructure and building on these critical gaps, the research addresses on the factors influencing consumers’ intention to adopt m-devices as another alternative purchasing channel by developing a conceptual framework. Design/methodology/approach: Given that m-tourism is relatively a new concept, the study adapts the Unified Theory of Acceptance and Usage of Technology (UTAUT) as the main theoretical background since the model can explain up to 70 percent of behavioural intention. Additionally, the study also extends the model with two additional psychological constructs namely Personal Innovativeness in Information Technology (PIIT) and Perceived Enjoyment (PE) with the objective of increasing predictive power. The constructs were added as consumers’ purchasing decision is also grounded from the person’s characteristic. Research implications: The conceptual framework provides valuable information to travel related organizations, mobile developers and government agencies when strategizing their mobile marketing efforts. Originality/value: In additional, the study also extends the applicability of UTAUT in the area of m-tourism from the perspective of an emerging market.

Keywords: Mobile Tourism; Malaysia; UTAUT; Psychological Science; Mobile Commerce (search for similar items in EconPapers)
Date: 2013
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