Abstract
Recognizing the penetration of mobile devices and its transformational impact on travel behavior, tourism and hospitality businesses have been investing on various mobile initiatives to connect with travelers, hoping to influence their decision-making behaviors at different stages throughout the trip. One of these strategies is to provide personalized contents that are more attractive and persuasive. As research regarding the impact of mobile-driven personalization practices on travel behavior is limited, this study investigates the factors affecting travelers' adoption of personalized mobile travel advice. Based on personalization-privacy paradox and self-referencing effect, a 2 (self-reference: high vs. low) × 2 (relevance: high vs. low) between-subjects experiment was carried out. The results demonstrate the mechanism underlying the effects of personalization cues (self-reference and content relevance) on travelers’ intention to adopt personalized mobile travel advice. The competitive mediating roles of perceived personalization and privacy concern on the relationship between personalization cues and adoption intention are highlighted.
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