The adoption of mobile tourism services

Abstract

This study is investigating the adoption of mobile tourism services in Norway. By expanding the Technology Acceptance Model (TAM), a research model, called mobile services acceptance model including seven research hypotheses is presented. The proposed research model and research hypotheses were empirically tested using data collected from a survey of 47 users of a mobile tourism service called extended Mobile Tourist Service Recommender (MTSR) in a city in Norway. The findings indicated that the fitness of the research model is good and strong support was found for the seven research hypotheses. Among all the factors, the personal initiatives and characteristics had the most significant influence on the intention to use MTSR.

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