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Behavioral Intention to Use Mobile Information Services in Tourism: The Case of the Tourist Guide Dolomitisuperski.Mobi

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Mobile information services show great potential both as an on-site information source for customers and as a communication and distribution channel for tourism providers. Although in nontourism domains the adoption rate of using mobile technologies has been growing exponentially, comparable figures are only moderate in travel and tourism. Moreover, relatively little research has been conducted to understand travelers' behavioral intention to use mobile technologies. thus, the article proposes a technology acceptance model which is especially designed for mobile information services in the tourism domain. the model is an extension of the Unified theory of Acceptance and Use of technology, and is empirically tested through laboratory-based usage data obtained from users evaluating a mobile tourist guide developed for the ski resort DolomitiSuperski. Structural equation modeling (SeM) revealed that hedonic quality and social influence are main drivers of the behavioral intention to use mobile technologies in tourism, while monetary transparency and price fairness emerged as major usage barriers.
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Keywords: MOBILE SERVICES; MOBILE UTAUT; STRUCTURAL EQUATION MODELING (SEM); USE INTENTION

Document Type: Research Article

Publication date: 2011-12-01

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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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