Understanding Motivations and Acceptance of Location-Based Services
International Journal of Hospitality and Tourism Administration
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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.
Hospitality technology; Hotel/resort guest experience; Location-based services (LBS); Motivations; Technology acceptance model (TAM); Theory of planned behavior (TPB)
Hospitality Administration and Management
Kim, J. (.,
Connolly, D. J.
Understanding Motivations and Acceptance of Location-Based Services.
International Journal of Hospitality and Tourism Administration, 19(2),