E-BOOK READING APPLICATIONS – INNOVATIVE TECHNOLOGY AS A RESPONSE TO GROWING CONSUMER PREFERENCES AND ITS IMPLICATIONS FOR TOURISM

Abstract

Purpose – This paper aims to explore factors influencing users’ attitudes and intention to use mobile e-book reading applications (Apps) on smartphones and tablets, as well as their perceptions of Apps’ potential for enhancing tourists’ experiences as an added value of Croatian tourist offer. Design/methodology/approach – The study explores the relationships between respondents’ digital devices ownership, their general information technology (IT) and e-books usage habits, the factors influencing their attitudes and intention to use a free mobile e-book reading Apps and to determine their perceptions on their potential added value. To achieve the aim of the study, authors extended the Technology Adoption Model with the Innovation Diffusion Theory, Theory of Planned Behaviour, convenience, availability and perception of mobile e-book reading Apps as a value-added service. The quantitative data is collected through a structured self-administered online questionnaire distributed by e-mail to undergraduate and graduate students. Findings – The study confirms positive correlation between awareness, convenience, compatibility, interest, adoption intention and respondents’ age, education level, digital devices ownership, their general IT and e-books usage habits and their perceptions of mobile e-book reading Apps that enhance tourists’ experiences as a potential added value of Croatian tourist offer. Originality/value – While the study is limited in its scope, it contributes to the growing literature on mobile Apps in tourism. Considering the lack of previous similar studies, it is intended to stimulate future research that could provide deeper understanding of the multiple contribution of mobile Apps, which could benefit Croatia as a tourist destination and all its stakeholders.