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Mobile Travel Services: The Effect of Moderating Context Factors

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This article has two objectives: (1) to draw an international comparison regarding the acceptance of mobile travel services in three countries with different profiles when it comes to travelling and mobile telecommunications, and (2) to extend relevant literature on mobile applications, more specifically travel services, by including context-related concepts, taking moderating factors like location, mobility of users, physical, and social context into account. Based on surveys that were carried out in 2009, structural equation modeling is used to identify differences in patterns in the use of mobile travel services and in the role of context-related variables. The conclusion of this article is that context-related factors, that is, mobility and (physical and social) context, have an impact on the relationship between the core concepts of Technology Acceptance Model (TAM) and Diffusion of Innovation (DoI) research. Many studies on the acceptance and use of mobile services indicate that a deep understanding is needed of individual, context-related, and technological characteristics and the way they interact. This is also highly relevant to the travel industry, which wants to utilize the opportunities provided by mobile technology.
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Keywords: DIFFUSION OF INNOVATION; MOBILE TRAVEL SERVICES; STRUCTURAL EQUATION MODELING; TECHNOLOGY ACCEPTANCE MODEL

Document Type: Research Article

Publication date: 2011-02-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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