Factors Influencing Travelers’ Acceptance Of Mobile Marketing: Comparative Analysis Of China And Kazakhstan

Consumers are living within a media saturated environment,which limits the effectiveness of advertising.This has led to advertising chaos,most prevalent in traditional mass media.The advertising chaos has resulted in marketers moving their advertising focus toward less cluttered mediums,such as mobile marketing tools.Mobile marketing allows companies to specifically target the right consumers by looking at age,gender and geographic regions etc.Being able to advertise to such a specified target group is an advantage for companies,however the question remaining is how consumers perceive this form of specific targeting marketing.The purpose of this study is to examine factors affecting traveler acceptance of mobile marketing practices across different markets.Drawing upon technology acceptance and uses and gratifications theories,we develop and estimate a conceptual model of the influences of antecedent factors on behavioral intent related to mobile marketing practice.The research was conducted using interviews with Kazakhstan’s and China’s citizens to understand the contextual factors that influence the attitudes and acceptance of mobile marketing.This was followed by a questionnaire which was sent to a larger sample in Kazakhstan’s and china’s cities.The questionnaire focused on uncovering the factors influencing the adoption and acceptance,or lack thereof,of mobile marketing in the Kazakhstan and China tourism industry.While there is a broad understanding of the importance of mobile marketing,the tourism providers view an of mobile marketing strategy as not yet necessary,or indeed not yet relevant,for the tourism industry in Kazakhstan at this time.In this research the deductive approach has been implemented in order to answer the research questions.Both qualitative and quantitative data has been collected through a questionnaire and focus group.The statements used in the questionnaire are based on previous studies and theories.The data retrieved through the questionnaire has been analyzed using SPSS and Smart PLS software.