Moderating Effect of Age on the Adoption of Digital Marketing Tools and Platforms in Domestic Leisure Travel (original) (raw)
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ABSTRACT Tourism is one of the major service industries today and it is necessary for travel marketers to take advantage of the huge opportunities generated by Internet technology for online promotions and purchases. Under increasingly competitive situations, effective tourism marketing is impossible without an understanding of consumers‟ motives. Motive is explained as why an individual does something (Hawkins et al., 1998).
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Journal of Tourism Futures, 2021
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Consumers' acceptance of information and communications technology in tourism: A review
The impact of information and communications technology (ICT) in tourism (e-tourism) has altered the ways tourism services are accessed and consumed. Ubiquitous and highly innovative ICTs provide different channels for consumers to use tourism services; thus, studies on e-tourism are numerous and fragmented. Different factors account for how consumers embrace these channels. The purpose of this study is to review studies on con-sumers' acceptance or adoption of e-tourism in order to group the studies, synthesize the theories, models and frameworks used and identify the antecedents influencing con-sumers' e-tourism acceptance and usage. A total of 71 studies from 2005 to 2016 (inclusive) from both tourism-based and non-tourism-based journals were selected, synthesized, and included. Based on their contexts, similarity and relevance, the 71 studies were segregated into three distinct groups. This study found that research among the groups is uneven. Implications and research directions are suggested.
Acta Commercii, 2019
This article considered the use of technological tools by tourism trade exhibition visitors from a marketing perspective. Research purpose: The main aim of this article was to investigate the adoption and use of technology by tourism providers within the context of business events and exhibitions. Motivation for the study: To inform the tourism business practitioners about the efficient and appropriate uses of technological platforms in connecting and interacting with potential stakeholders at tourism events or exhibitions. Research design, approach and method: A conceptual model was suggested and four hypotheses were advanced and empirically tested for the prediction of a business tourist's intention to accept technology (BTIAT) model. The target population was professional exhibition visitors-consisting of six groups: hunters, sport shooters, gun collectors, game farmers, professional hunters and anglers-who attended HuntEx 2015 (sample size = 403). A quantitative, inductive research approach was adapted, while general linear modelling (GLM) was applied to analyse the data. Main findings: The study's findings indicate that business tourists' intention to use online technology was explained when the interaction between business tourists' perceived usefulness of online technology and business tourists' perceived ease of use of online technology are entered into the equation. Practical/managerial implications: The providers of business tourism services (owners and managers) should consider the development of mobile applications to enhance the overall experience of business tourists when attending an event or exhibition, on condition that the application is relevant to the event and easy to use. Contribution/value-add: The study suggested the adequate adoption and efficient uses of mobile applications by business tourism providers as a tool in improving and rendering more attractive the tourists' experience.
Although a majority of seniors continue to express interest in using mobile social network sites (MSNSs), research has yet to provide sufficient understanding of this very large market’s motivations related to MSNS usage. As a viable consumer business segment, seniors are attractive enough to warrant potential MSNSs to invest necessary capital for developing tourism related MSNS designed to assist with this market’s decision making and ultimately with their purchasing behavior. To address this gap, a research model was developed for this study using seniors having used MSNSs for purposes directly related to tourism and travel. Findings revealed intrinsic motivations had stronger effects on flow experience than did extrinsic motivations. Flow experience was found to have the greatest effect on subjective well-being, which in turn highly influenced purchase intention. Results documented that senior MSNS users differed significantly according to levels of anxiety attachment. Findings provide theoretical and practical contributions for tourism research, products, and services regarding senior MSNS consumers. Keywords: Mobile social network sites; Motivation theory; Flow eexperience; Anxiety attachment; Seniors; Tourism
Travel motivations have been regarded as essential in understanding customer behaviour in travel and tourism. As the importance of Internet has grown in tourism marketing, it is important to understand customers' online behaviour. This study aims to examine the little researched field in connecting travel motivations to online behaviour. Quantitative data is collected on three Finnish rural tourism websites during summer 2011. In the examination of tourists' perceptions of the importance of value-added services on travel websites it is found that age, gender, and travel motivations have an effect on which value-added services people regard as important. Theoretical and managerial contributions of the study are discussed.
Utilitarian motivations to engage with travel websites: An interactive technology adoption model
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A TAM-Based Model of Technological Factors Affecting Use of E-Tourism
2021
In tourism, ICT provides new channels anywhere/anytime for tourism services that impacted how customers access and consume those services, hence the emergence of the concept of e-tourism. Internet can be used to attract customers, communicate with them, customize their required services, access international markets, and provide all types of touristic information through e-tourism platforms. The salient feature of this research is to identify the key technological factors that influence customers' acceptance and use of the services provided through e-tourism platforms. Other behavioral aspects related to the use of these services are treated as exogenous factors. The study constructed an e-tourism technology acceptance model (ETAM) concentrating only on technology-related factors. To assist in understanding how users will reflect in these four technological factors affecting the use of e-services, the model recognizes two moderating influential factors: trust and attitude. The m...
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Previous studies on the uses and gratification theory (U & G) suggested that consumer motivational factors affect how they will consume the media and media contents. Recent marketing research has extended the theory to study the use of websites as a marketing and communication tools. The current study investigates the moderating effects of acceptance of sports event websites (ASETW) and intention to use the websites. Initially, components of acceptance of sports event tourism websites were developed based on the Sport Website Acceptance Model (SWAM). These components consisted of accessibility, flexibility, interactivity and reliability. As online consumers have been assumed to be actively involved in their Internet and website marketing, it is important for present researchers understand why online consumers choose to utilize the Internet and websites as well as to investigate the moderating effects of motivational factors on the relationship between acceptance and intention to use the websites. A sample of the study comprised of 530 local and international tourists participated in three selected sports event tourism conducted in Malaysia in 2013 (315 males and 215 females). A simple random sampling technique was applied to select these respondents. Results of regression analysis show that there was a significant relationship between acceptance and intention to use the websites. In order to determine the effects of motivational factors as the moderating variables that moderate the relationship between independent and dependent variable, a multiple regression analysis through the stepwise method was carried out. Results show that this study indicates only 14.8% of the total variation of intention to use the websites was explained by accepting, entertainment gratification, informativeness gratification, moderator entertainment gratification and moderator informativeness gratification. The findings of this study suggest that future researchers in academia and tourism industry may include other moderating attributes apart from the ones mentioned here when developing and providing online information marketing and communication through tourism websites.
Typology of Senior Travellers as Users of Tourism Information Technology
The importance of senior travellers as a travel segment for the tourism industry is continuously increasing as the number of pensioners increases in the Western world. These new senior travellers differ from earlier generations in many ways, one of which has to do with the increasing use of information and communication technologies as part of their information search process. This study examines senior travellers as users of tourism information technology. A qualitative approach was adopted to provide insights into the topic, and nine Finnish seniors were inter-viewed. The results were analysed using content analysis. The results show that senior travellers comprise a quite heterogeneous market with respect to the use of tourism information technology. However, there is no special marketing or website design that senior travellers really need: a good website will cater to both the needs of younger as well as older consumers. The study also presents a tentative typology of three different types of senior travellers based on their use of online travel services: Adventurous Experimenters, Meticulous Researchers and Fumbling Observers. This typology contributes to our understanding of the heterogeneous use of tourism information technology by senior travellers.