Understanding Motivations and Acceptance of Location-Based Services

Document Type

Article

Publication Date

5-2-2017

Publication Title

International Journal of Hospitality and Tourism Administration

Volume

19

Issue

2

First page number:

187

Last page number:

209

Abstract

Location-based services (LBS) provide new opportunities for consumer convenience, just-in-time access to information, and services based upon the context of one’s location. Using a hotel/resort industry context, this study examines the impacts of LBS usage motivations on customers’ intentions and the moderating effects of age, gender, and experience on the relationships between motivations and intentions. Confirmatory factor analysis and structural equation modeling were used to analyze data collected from 398 hotel/resort customers owning smartphones. The results reveal the importance of utilitarian and social values in a customer’s adoption of LBS. This study provides practical significance to hospitality operators looking to deploy this type of technology to enhance the guest experience and revenue generating opportunities.

Keywords

Hospitality technology; Hotel/resort guest experience; Location-based services (LBS); Motivations; Technology acceptance model (TAM); Theory of planned behavior (TPB)

Disciplines

Hospitality Administration and Management

Language

English

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