Determinants Of Intention To Use Mobile Tourism Guide Among International Tourists Visiting Thailand
Loading...
Date
2014-07
Authors
Trakulmaykee, Numtip
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The revenue from the international tourists is very important for the Gross
Domestic Product (GDP) of Thailand, and tour information is a factor to success in
tourism industry. The aims of this study are to investigate the level of international
tourists’ intention to use mobile tourism guide (MTG), and to identify the
innovation characteristics of the MTG that determines international tourists’
intention to use MTG. Furthermore, three mobile information technology qualities
(mobile content quality, mobile interaction quality, and mobile appearance quality)
act as moderator variables between innovation characteristics and intention to use
MTG. The findings show the high level of international tourists’ intention to use
MTG. The determinants of international tourists’ intention to use MTG are relative
advantage, compatibility, simplicity, trialability, and mobility. In the context of
MTG, the mobile information technology qualities can be the moderator variable in
the relationship between innovation characteristics and intention to use MTG. This
study reaffirms the important guidelines in terms of how to match the needs of
international tourists’ intention to use MTG and the implementation of MTG in the
tourism industry.
Description
Keywords
Mobile Tourism Guide