The Influence of Innovativeness on On-Site Smartphone Use Among American Travelers: Implications for Context-Based Push Marketing

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...

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Published in:Journal of travel & tourism marketing 2016-07, Vol.33 (6), p.806-823
Main Author: Tussyadiah, Iis P.
Format: Article
Language:English
Subjects:
Consumer innovativeness
context-based marketing
Influence
Innovations
Marketing
Onsite
push recommendation
Smartphones
Studies
Tourism
travel applications
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description 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.
doi_str_mv 10.1080/10548408.2015.1068263
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source Taylor and Francis Social Sciences and Humanities Collection
subjects Consumer innovativeness
context-based marketing
Influence
Innovations
Marketing
Onsite
push recommendation
Smartphones
Studies
Tourism
travel applications
title The Influence of Innovativeness on On-Site Smartphone Use Among American Travelers: Implications for Context-Based Push Marketing
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