Researching factors impact on the behavior of customers receiving travel information through mobile devices

Abstract

This study aims to examine the factors affecting the customer's planned behavior of receiving travel advertising information via mobile devices based on the analysis of the technology acceptance model (TAM) and the Theory of planned behavior (TBP). Perceived usefulness, perceived ease of use, subjective norm, behavioral control, and perceived effectiveness were used to consider the intention to receive mobile travel advertisements from tourists. The proposed model is experimentally tested using data collected from surveying customers using mobile devices in Ho Chi Minh City. The results show that the factor that has the strongest impact on tourists' intention to receive tourism advertising information on mobile devices is behavioral control (β=0.449), followed by behavioral control (β=0.449), subjective norm (β=0.261) and perceived effectiveness (β=0.230). In addition, the study also proposes solutions and sets out new development trends for businesses operating in the tourism industry before the globalization revolution and technology 4.0, which requires the application of many new solutions for operations, training, and coaching.