Toward An Understanding Of Mobile Travel Service Tourists's Acceptance

Recently, some mobile travel services become popular at home and abroad. Travel informatisation services by short messages, multimedia messages, wireless websites and mobile client softwares etc. mainly includes E-tickets, mobile E-map, voice self-help guides,3G video tour guides, inquiries and reservations for hotels, air tickets and others, e-coupons and so on. But currently in emerging period, there are a few users of such services.What factors on earth mainly have impact on users using such new information technology? What are the relations of these factors? How can service suppliers perform to make users better accept and use their services? All these questions are the focal issues of this paper.This paper mainly investigates in the following parts. Firstly, based on the literature research, it gives summary and conclusion to the research on user acceptance behavior both mobile commerce and mobile travel service, and then leads to the starting point of the paper. Secondly, based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model, combination of context offering, perceived risk, individual innovativeness these factors together, to build user acceptance of mobile travel services behavior model theoretical framework and research hypothesis, and the variable defining the concept and operational definition in the theoretical framework. Finally, through questionnaire design and field research, an empirical study to test hypothesis in the model theoretical framework.The paper is on the basis of empirical research with data collected through 292 questionnaires out of 300 handouts collected back on site of the tourist attractions. Mainly with the SPSS 15.0 and the structural equation model AMOS 7.0 as the research tools, it processes the data by basic descriptive statistics, reliability analysis, and validity analysis as well as overall model goodness-of-fit analysis and hypothesis testing. Through the data analysis, this paper examines the validity of the model in user acceptance behavior of mobile travel service, and finds out that efforts expectation have a positive impact on the behavior intention and performance expectations of tourists; tourists behavior intention have a positive impact on the use behavior; the performance expectations have a positive impact on behavior intention; context offering have a positive impact on performance expectations and behavior intention, the impact on effort expectation was not significant; the perceived risk have a negative impact on individual innovativeness; perceived risk and social influence impact on behavior intention are not significant.