Determinants Of Intention To Use Mobile Tourism Guide Among International Tourists Visiting Thailand

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dc.contributor.authorTrakulmaykee, Numtip
dc.date.accessioned2017-10-20T07:18:05Z
dc.date.available2017-10-20T07:18:05Z
dc.date.issued2014-07
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://hdl.handle.net/123456789/5027
dc.language.isoenen_US
dc.publisherUniversiti Sains Malaysiaen_US
dc.subjectMobile Tourism Guideen_US
dc.titleDeterminants Of Intention To Use Mobile Tourism Guide Among International Tourists Visiting Thailanden_US
dc.typeThesisen_US
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