Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 33, Issue 6, Pages 806-823Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2015.1068263
Keywords
Consumer innovativeness; context-based marketing; push recommendation; smartphones; travel applications
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This study investigates the relationships between traveler innovativeness traits and the patterns of smartphone use during the experiential stage of travel. Using data collected from 1126 travelers residing in the United States (US), it was identified that tourism and technology innovativeness have significant positive effects on on-site use of smartphones for trip management, social networking, and searching deals, online reviews, and push recommendations. Technology innovativeness also influences smartphone use for navigation within destinations. The results suggest that highly innovative travelers are open to recommendations and influences when making on-site decisions, making them an effective target for context-based marketing.
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