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An Exploratory Study of Mobile Tourism Service Preference among Different Motivation Types of Mobile Tourism Users: A Focus on Hedonic and Utilitarian Motivations

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(1), pp.241-262
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

현용호 1

1대구가톨릭대학교

Accredited

ABSTRACT

This study was to examine the mobile service preference among different motivation types of mobile users. Data were collected from 332 tourists at the Jeju International airport on August 2009. Results of a cluster analysis on the motivations of the respondents suggested three different types of mobile users: information seekers, communication seekers and on-line shopping seekers. Results also indicated that the information seekers and on-line shopping seekers had higher utilitarian motivations than communication seekers, while communication seekers had higher hedonic motivation than the other two types of users. Furthermore, results also showed that there were significant differences among three groups in their preferred mobile services. In particular, information seekers and on-line shopping seekers preferred character message and picture message, while communication seekers preferred virtual tour and 3D games for travel. Managerial implications and limitations of this study was also mentioned.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.