A current travel model: smart tour on mobile guide application services

Along with the rapid development of internet and mobile devices, the integration of navigation systems and travel service apps has become very popular. Based on the technology acceptance model (TAM) and external variables, experiential marketing and mobility, this study applies mobile devices in convenient guide services to develop an online-purchase behavioural model for travellers when using the travel app. Surveys are used to investigate travellers through convenience sampling, and a total of 495 valid surveys were collected for a rate of 96%. The study data yielded the following findings: (1) experiential marketing positively influences purchase intentions through perceived usefulness and use context; (2) mobility does not positively influence purchase intentions without through perceived usefulness and use context; (3) perceived usefulness and use context positively influence purchase intentions; (4) use context plays a mediating role between perceived usefulness and purchase intentions. Finally, this study proposes a current travel model of mobile guide app services, and provides managerial implications for travel agencies and app developers.