Abstract
The rapid growth in the adoption of mobile devices globally and the commercial potential that this holds for airlines warrants investigation. The overall purpose of this research project is to assess the level of readiness of air travellers to interface with airlines via their mobile devices before, during and after their travel experience. The concept of ‘mobile-readiness” is constructed to describe the extent to which air travellers are ready to interface with an airline or airlines via their mobile devices. An Input-Process-Output Model is conceptualised to guide the empirical research into the “m-readiness” of air travellers. The model considers the cultural context of air travellers as technology users and as air travel consumers. Data will be collected from air travellers in three countries, South Africa, Sweden and the United Kingdom.
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