Finally, I would like to thank myself for choosing to study here at the Management College Mahidol University and my family who always support me in training. There are different types of technology, but this study would like to select mobile applications as the most important variable of whether it has an impact on travelers' perception. This result will benefit travel mobile app developers or anyone interested.
INTRODUCTION 1
Therefore, it is very competitive for travel mobile application developers to produce the most innovative and best functionality so that they can reach the top downloaded list (Nielsen, 2015). Therefore, it is interesting to find that travel mobile applications really change, help or annoy travelers in some way. Also to see if their travel behavior changes when the travel mobile application is available on their smartphones.
LITERATURE REVIEWS 4
- Mobile applications 4
- Development of Mobile Application 4
- Mobile Application in Hospitality and Tourism Industry 5
- Mobile Application market in Thailand 6
- Limitation of Mobile Application 7
- Mobile Tour Guide Application 7
- Technology Acceptance Model (TAM) 8
- Technology Acceptance in Tourism 9
- Travelers (consumers) in Thailand 9
- Consumers Categorizations 9
- Traveler Behavior 10
- Individuals’ perceived barriers 10
- Research Framework: Technology Acceptance Model (TAM) 11
- Perceived usefulness (PU) 11
- Perceived ease of use (PEOU) 12
- Research Gap 13
Also, the growing number of mobile users highlights that the mobile app is a marketing key that enables a business to engage with its customers. Some small businesses may think that the cost of using a mobile app is expensive; however, its benefit is worth the investment (Harrison, 2016). What users can find in the mobile application are brand new interaction and marketing channels with marketing companies and hospitality and tourism businesses;.
To understand the impact of mobile applications on travelers' perceptions, it is necessary for a company to provide appropriate service and communication to users (Coussementand Teague, 2013). There has been little research on the behavior of mobile application users in Thailand because it is quite new to Thai people, while internationally there is a large number. However, in late August 2012, there was a study on the benefits of mobile applications for Thai business and the behavior of Thai app users by a group of marketing students from the College of Management Mahidol University (CMMU).
The study used a sample group of 700 current mobile app users and 12 mobile app developers in Thailand. It is not only the price of the device, internet connection and mobile application are kind of expensive (Rashedul et al., 2010). In addition, Wang (2010) found that system and information quality predominantly increases the perceived value of hotel booking through a mobile application.
It had a survey that more than half of travelers are using mobile travel app at least 1 app. Therefore, mobile travel app is in the traveler's mind when they plan to travel. Although mobile app capability has changed travel distribution much more than existing channels.
RESEARCH METHODOLOGY 14
- Population and Sample 14
- Research Design 15
- Interview Process 15
- Introduction 16
- Research Questions 16
- Data Analysis 17
The purpose of this study is to specify the impact of travel mobile application on travelers' perception. As the current mobile travel application is widely used, it has any influence on your travel style. After all, are you going to use travel mobile application for your next/prospect trip.
Therefore, the feature of a travel mobile application that will be able to serve the needs of two groups is not the same. Figure 4.7 of topic 2 shows that men will only use the travel mobile application when they need it. We will then discuss the recommendations and implications for the theory itself, or the travel mobile application developer.
So in this study, the researcher chose the TAM to discover the user's perception about the travel mobile application. 6 As the current mobile travel application is widely used, it has any influence on your travel style. 7 From your experiences, what are the benefits you got from the travel mobile app.
Recognizing what kind of travel mobile application is favorable for them and what might be next.
DATA ANALYSIS AND FINDINGS 18
Analysis 18
- Demographic 18
- PU: Perceived Usefulness and User Attitudes 20
- PEOU: Perceived Ease of Use 21
After all 40 participants were interviewed, these are the results of qualitative data, using 11 questions to analyze their attitudes and opinions towards mobile travel applications based on their experiences. As claimed by the interview data to answer the TAM theory; PU, PEOU and the attitude towards the mobile travel application will be shown in the following paragraphs respectively. Google Map was mentioned by all respondents as the most frequent mobile travel application they use, even in everyday life to view the routes.
I don't get lost anymore and I don't have to waste time with it, so I can say that it is very useful for me.” (Respondent 5). Travelers' attitudes and attention to travel mobile applications were influenced by perceived ease of use. With its capabilities, tourists have found it more trustworthy and convenient to use a travel mobile app to support their travel experience.
The participant over 35 years old added that they did not find any obstacles to use application because it is easy to follow the steps to be done. For Agoda, most of them said in the same direction that it is easy to use. I am required to put information they are looking for in the box provided, such as city, price and date, to find one that matches their preference.
I know other apps have this, but they are too complicated to use.” (Respondent 7).
Findings 22
- Perceived Usefulness (PU) 24
- Perceived Ease of Use (PEOU) 26
Refer to Figure 4.5 below, it shows that males are looking for mobile travel apps that provide them with the best of utility, while females score better on mobile travel app PEOU. From the interview of 40 participants, all of them said that mobile travel apps are more or less useful for them. Now it is the ability of the travel mobile app provider that the company can develop a matching type of app.
According to the research question whether “mobile travel applications have an impact on travelers' perception”. The core of this research is to find out backpackers' perception of the mobile travel application, using the Technology Acceptance Model or TAM as the main theory. PU and PEOU are two variables that were tested. The research provides insight into the backpacker's insights such as their perception and attitude towards mobile travel applications in broad aspects.
The results of the study can be a guide for travel mobile app developers, hospitality business providers, marketers and all entrepreneurs who are currently studying the traveler's app usage behavior in order to achieve their goals and remain competitive in the market. There are three main (overall) issues 40 participants would like a travel mobile app to have to make them more satisfied. In conclusion, in order to satisfy the traveler as a travel mobile application user, application developers should consider their needs and preferences.
To investigate their perception about travel mobile applications' ease of use and whether they found any obstacles.
Theme 26
- Theme 1: Risk Seeking and Risk Averse 27
- Theme 2: Functional and Emotional Seekers 27
CONCLUSION AND RECOMMENDATIONS 30
Conclusion 30
Nowadays it is the golden age of the fastest growing technology in this decade, the smartphone is one of them. Due to the cheap smartphone price, people now have more access to the internet than in the past. Along with the rapid development of the smartphone system, it makes the mobile phone as one of the center of information sources that is more or less convenient and useful for the user.
Many sources and researches note that technological devices have played a key role in the hospitality industry. Therefore, for tourism, it is important for a travel mobile app developer to understand user behavior and their perception of the app so that they can launch an app that will impress the user, and the best thing is to convince others to use it through word of mouth. Most of the previous researchers who used TAM theory in their research focused on various variables such as external factors, behavior, PU, PEOU, and attitude, but mostly the topic of using technology in the workplace that used TAM to test their acceptance rate; while this research only focused on two main variables, namely PU and PEOU.
Implication 31
- Implication to the Theory 32
- Implication to the Travel Mobile Application Developers 32
However, the influence of the variable varies depending on the evidence, sample group and subject. Because nowadays technology is already fully developed which means that information is everywhere and everyone can find it easily, unlike the ease of use of the technology. Most users claimed that they found some obstacles while using a travel app, such as unstable internet connection, complicated to use and outdated information.
Many studies used other factors, both internal and external factors, put together with PU and PEOU to discuss their topics, such as age, education, income, beliefs, etc. As mentioned before, PEOU had to worry more than PU, so it means that the app developer and other related party, such as marketer, catering industry. Therefore, it will be a good suggestion for the developer to allow an app to work when it is offline over the internet connection.
Second, keep 'updating the information'. The users found that the information of some app is quite old like opening-closing time, the location, the road condition and review. The last is a design of application, including font size, menu bar, and compatible with every devices such as iPad, tablet and smartphone of any size. Moreover, the mobile app design or UI is one of the attractive prospects that can prompt users to try to download.
Although backpacking is currently one of the most popular travel styles, it will be better for future research to be able to capture a diverse group of travelers.
Future Research 35
Mobile Applications – Past, Present and Future, Posted by Diogo Caldeira Pires, July 2, 2009, http://mobilemondayportugal.com/?p=180. To guide the participants to describe their use of application and tell in which activities they use it. Investigating what factor leads them to download the travel app and what key points they see is helpful so that the developer will know what to include in the app.
To recognize their aspects in mobile travel applications in positive and negative views depending on their experience and personal preferences. To review the key points that they consider useful and should be mastered in the travel application.
- Technology Acceptance Model (TAM) 8
- PU and PEOU toward Attitude toward using (adoption of technology) 11
- PU and PEOU toward Attitude toward using travel mobile application 12
- Gender-Age classification 18
- Samples of travel mobile applications participants are using 20
- Number of travel application usage with gender 23
- Number of PU and PEOU by gender and age 24
- Risk acceptance and Usage intention 29
- Smartphone users worldwide 30
- Recommendations for each group 34
