모바일 관광정보서비스속성에 대한 관광객의 경험가치, 수용의도, 확산의도

A Study on Characteristic of Moble Tourism Information Service on the Tourism Experience Value, Adoption Intent and Diffusion Intent : Focused on The Moderating Roles of Involvement between Tourism Experience Value and Adoption Intent

This study was conducted in order to examine the practical outcomes of mobile tourist information services promoted by the government and local self‐governing bodies. The Suwon‐Hwaseong App has been provided to the users since its development in December 2011, and this study attempted to survey how much it has been diffused. A total of 346 questionnaires were recovered and used in analysis, and the results and implications of this study are summarized as follows. First, with regard to the relationship between the features of mobile tourist information service and tourists’ experiential value, the aesthetics and stability of system were found to be in a significant influence relationship with experiential value, but the convenience and information usability of system were only partially in a significant influence relationship with experiential value. Second, the relationship between tourists’ experiential value and their intention to accept was significant. Third, it was confirmed that intention to accept, word‐of‐mouth diffusion, and use diffusion are all in influence relationship with one another. Finally, involvement has significant moderating effect on economic experience value and adoption intention. Based on the results, the theoretical and practical implications of this study are discussed.