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Positive Expectation: a Success factor of Mobile Tourism Marketing

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Author(s): Alaa Al Sarab | S. M. Barakat

Journal: American Academic & Scholarly Research Journal
ISSN 2162-321X

Volume: 4;
Issue: 3;
Start page: 67;
Date: 2012;
Original page

Keywords: Technology Acceptance Model | Expectation | Mobile Tourism | Tourism Services

ABSTRACT
Many information technology acceptance models were developed to test user acceptance of new technology. The leading model is the Technology Acceptance Model (TAM) introduced by Davis and amended by others. TAM models how users accept to use a technology. Our study focus on the use of mobile marketing in tourism in Saudi Arabia, expectation has been perceived to be an important factor affecting the use of this new mobile marketing services. This study studies the effect positive expectation has on mobile tourism marketing adoption based on an extended technology acceptance model. The study is based on a survey conducted among tourists visiting major tourism attraction sites in the Kingdom of Saudi Arabia. Statistical correlations and multiple regressions were used to test the research hypotheses. The study shows that positive expectation has a ignificant influence on tourists attitude to accept mobile tourism marketing.
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