Tourist’s Adoption Behavior On Mobile Tourism Application

Along with the rapid development of mobile internet technology as well as the increasing number of people who use smart phone,we had entered the "Information Era".Tourism industries have been closely connected with mobile internet technology,for mobile tourism applications can provide services for users at anytime and anywhere,which is the main character of the mobile service,are naturally fit for tourists traveling in different places.Attracted by this huge market,tourism service providers have set foot in the field of tourism APP.But the high cost of APP development and operating costs make operators struggling.Therefore,it is of theoretical and practical importance to analyze the APP adoption behavior of tourists and to establish the corresponding models to excavate the real factors that affect the use of APPs in different stages of mobile tourism,to let tourists use APPs and enhance the activity.This paper analyzes the adoption intention on the mobile tourism application from three stages.The first one is about the initial adoption phase,which focuses on individuals,who have no past experience in using the mobile tourism application,become new users.The second one concerns the post adoption phase,concentrating on individuals,who have already used the mobile tourism application,continue using it.Finally,in the post-adoption stage,the research want to discuss what factors will the interactive system design for the tourism APP make visitors become active users instead of zombie users.From the view of external environment factors and individual intrinsic characters,this paper combines Chinese tourism scene and the existing research together,adding the cultural elements,the uncertainty avoidance and individualism,as moderators,establishes the overall initial adoption model,making it more appropriate to China’s tourism industry.As to the continuance intention,the paper tries to answer the APP adoption intention question via four dimensions including satisfaction,trust,service quality and facility condition.Meanwhile,the switching cost is considered as an important moderator in the model.Finally,in the study of how to improve the activity of the users after the adoption,the technical characteristics of the tourism APP are highlighted.Considering the profound influence of the APP human-computer interaction system on the tourist experience,the information system success model is introduced as the theoretical basis.Adding perceived usefulness,perceived ease of use and perceived enjoyment these three variables to enrich the whole model,the paper measures the mobile tourism APP design from dimensions of information quality and system quality.In the research method,two kinds of quantitative analysis methods,such as questionnaire survey and experimental method,are adopted.Statistical methods such as structural equation model are used as data analysis tools.The final results are shown as the follow:as to the initial adoption,social influence,individual innovativeness,perceived usefulness and perceived risk have significant impacts on the users’ initial adoption on mobile tourism application,while the effect of perceived ease of use is not supported.The moderate roles of uncertainty avoidance and individualism are empirically confirmed by resorting to samples.As to the continuance intention,satisfaction,trust,service quality and facility condition have significantly positive effect on the continuance intention on mobile tourism application.In addition,switch cost is examined as the moderator of these relationships.At last,as to the system designs,information quality and system quality have significantly positive effect on perceived usefulness,satisfaction and perceived enjoyment.Further,perceived usefulness and satisfaction have imposed significant influence on the users’ adoption intention.The main innovation points of this research are as follows.First,this paper selects factors that affect the users’ adoption intention for mobile tourism in the context of China.Second,this paper extracts two different phases,initial and post adoption,from users’ adoption behavior and analyzed factors influenced users’adoption intention to tourism APPs.Third,based on the information system success model,the paper introduce the technical characteristics of tourism APP,also analyzes the influence of the interactive design of mobile tourism APPs,and extends the application scope of the theory.Last,combining the experimental method with the questionnaire survey,the paper extended the use of research methods in the field of mobile tourism.This paper examines the tourists’ adoption intention for mobile tourism APPs from three perspectives;"attract new users","retain old users" and "promote user activities".The results of this paper are critical important for travel operators to solve practical issues in the daily mobile tourism APPs operation.Some specific recommendations on the sustained development of mobile tourism market are also given in the paper.