TOURIST MOBILE LOYALTY APPLICATIONS: UNDERSTANDING Y GENERATION SATISFACTION

Abstract

Purpose – Electronic marketing in the mobile environment is the backbone of marketing activities in modern business operations as it uses techniques, tools and services to optimally satisfy all the elements of the marketing mix. In view of these facts it is valid to emphasize the potential of such activities in all business sectors; the proposed paper focuses on mobile applications promoting tourist loyalty. Design – The paper investigates topics and issues such as online efficiency, the potential of using social networks and platforms which are becoming most effective via mobile devices, mobile applications for tourism, and location-based marketing. Methodology – The research aims to determine whether there is a statistically significant correlation between the techniques and tools that can be implemented in the mobile travel applications and satisfaction of the members of Generation Y (1980 – 2000). Approach – Online and offline survey Findings – This paper makes a contribution to the scientific knowledge in the field of electronic marketing, or more specifically, mobile marketing in tourism. The contributions of the paper lie in identifying the resources needed to build effective and creative loyalty programs and defining the components of mobile marketing that can be used in mobile travel applications. Originality of the research – The research provides information on what Generation Y users expect from a tourist destination if they use a mobile loyalty application. The provided variables are based on the most important components of mobile marketing that are contained in different tourist loyalty applications.