모바일관광정보의 정확성이 관광만족 및 재사용의도에 미치는 영향

Abstract

The study explored essential factors that influence tourists' continual usage intention of mobile tour information services. Based on Davis's Technology Acceptance Model, factors such as accuracy of tour information service, perceived usefulness, perceived ease of use, satisfaction, and continual usage intentions were adopted and research hypotheses were developed. Structural equation modeling was used to investigate the relationships between the factors. Data were collected from 631 people who used mobile tourism information in 2008. Results showed that ‘accuracy of tour information service’, ‘perceived usefulness’, ‘perceived ease of use’ were all positively related to satisfaction and tourists' continual usage intention. In particular, ‘accuracy of tour information’ were found to be the most significant factor that influences continual usage intentions. The identified factors that influenced continual usage intentions on mobile services could be useful for analyzing the market trends and suggesting industrial guideline of mobile services.