An analysis of usage intentions for mobile travel guide systems

Abstract

Mobile travel guide systems are the integration of mobile devices and geographic information systems. Searches and travel arrangements for an entire trip are conducted real-time through a graphical interface of spatial structures, enabling individuals to obtain needed recreational information. This study employs the integrated models of the technology acceptance model, along with the theory of planned behavior. Other extraneous variables such as entertainment were also considered, in order to determine degrees of acceptance, as well as the intentions of users towards this type of technology. Findings revealed that users reacted with a positive attitude toward the use of mobile travel guide systems. Even if a technology is perceived to be both user-friendly and useful, these two factors do not have much influence as to the intentions that drive their function and use. Lastly, entertainment has a positive impact on both the user’s attitude and intention of use. Thus, this study provides recommendations to those in the industry developing mobile travel guide systems. These recommendations include that developers, aside from building complete travel databases, also design an interactive suite with a high entertainment value. This is a significant factor in the direction for future development and user acceptance of mobile travel guide systems. Key words: Technology acceptance model, theory of planned behavior, mobile travel guide systems.