mobile technologies effects on travel behaviours and experiences: a preliminary analysis
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ENTER 2015 Research Track Slide Number 1
Mobile Technologies Effects on Travel Behaviours and Experiences:
A Preliminary AnalysisRoberta MinazziAurelio G. Mauri
University of Insubria, Como, ItalyIULM University, Milan, Italy
[email protected] http://[email protected] http://www.iulm.it
ENTER 2015 Research Track Slide Number 2
Agenda
@ Introduction@Theoretical framework@Research methodology@ Findings and discussion@Conclusions and managerial implications@ Limitations and future research
ENTER 2015 Research Track Slide Number 3
Introduction@ Impact of new technologies and social media on the planning
and purchasing process of tourism services (Buhalis and Law, 2008; Gretzel and Yoo 2008; Litvin, et al. 2008; O’Connor 2008; Sidali, et al. 2009; Vermeulen and Seegers 2009; Ye et al. 2009; Xiang et al. 2014).
@ Mobile devices can mediate and modify the travel experience (Tussyadiah and Fesenmaier 2009; Wang et al., 2012).
@ People create context-related information (Buhalis and Foerste, 2013): influence the behaviour of other tourists who are at the destination
or will visit it or searching for information in the future
increase real-time sharing of the travel experience and emotions stimulating feedbacks
ENTER 2015 Research Track Slide Number 4
The study explores:
mobile technologies impacts on travel experience (focus on Italian young adults)
which could be the most appropriate ways to communicate and interact with tourists
identify research questions and hypotheses to be tested in a subsequent research step
Objectives
ENTER 2015 Research Track Slide Number 5
The combination of connectivity, the use of mobile devices during travel mobility and social media
co-creation among consumers (sharing activity)
Mobile devices operate as virtual “media of transportation” acting on imagination of tourists (Tussyadiah and Fesenmaier 2009)
Theoretical framework
Wang et al., 2012
ENTER 2015 Research Track Slide Number 6
Effects of social media on travellers’ planning process
Minazzi R., 2014 Pre-trip
Minazzi R., 2015 (integrating the decision-making studies and travel planning theory)
During-trip
New ideas (White, 2010; Fotis et al, 2012) Search for information (Gretzel 2007;
Anderson 2012; Xiang et al. 2014, Pan, 2007) Evaluate alternatives (Buhalis and
O’Connors 2005; Fotis et al. 2012) Make decisions (Schindler and Bickart
2005)
Post consumptio
n
Post-trip
Post decision
change original travel plans
(Fotis et al. 2012)
Search for information Create context-related
information (Buhalis and Foerste 2013) Share real-time experience
(Qualman 2009; Litvin 2008).
post online reviews
(comScore, 2013)
ENTER 2015 Research Track Slide Number 7
Research methodology
@ Focus group methodology
@ Two focus groups (Italian young adults)
@Period of research: Summer 2014
@Steps of research:1. Script processing2. Focus groups selection3. Practical implementation4. Data analyses Research questions for future research
FG1 18-27 10
FG2 28-37 10
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Findings: a multi-device traveller@ smartphone is the the private mobile device while other
devices (tablet, laptop) can also be shared
FG1 18-27 Smartphones in mobility and other devices (shared) at home
During the trip: they use mainly their private smartphones
FG2 28-37 They distinguish between the one «of the house» and the «personal mobile device»
During the trip: they bring with them their private smartphone and share other devices
ENTER 2015 Research Track Slide Number 9
Findings: Mobile and pre-trip step@Search for information about a destination or travel services
@Evaluation of alternatives: @ transactional websites (Booking.com, Expedia, etc.)@ Meta-search websites (Skyscanner, Trivago, etc)@ Travel review websites (TripAdvisor, Yelp, etc.)
@Purchase decision: participants of FG2 are more likely to buy through mobile devices
FG1 18-27 Facebook is the most used source of information
(UGC of friends)
FG2 28-37 Travel review websites (i.e. TripAdvisor, Yelp) OTAs (i.e. Booking.com, Expedia)
Low perception
of trust
Especially for FG2
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Findings: Mobile and during-trip step@Recording and sharing
@Search for information about what to do at the destination (restaurant, attractions, etc.)
FG1 18-27
FG2 28-37
ENTER 2015 Research Track Slide Number 11
Findings: Mobile and post-trip step@Create and publish albums/creative elaborations of content
recorded during the trip
@Low propensity to write a review on travel review site
@They use more likely social networks to review their trips
Low perception
of trust
Yes, I remember one time I decided to reply to a questionnaire. I was very angry about the way I was treated by the staff. They were rude. Anyway, I
had already strongly discouraged all my friends of my network not going in that hotel. I hope they will follow my recommendation (FG1-4).
ENTER 2015 Research Track Slide Number 13
During-trip
Conclusion and managerial implications
Opportunity and threat for travel companies (Stewart and Vogt 1999; Jun et al. 2007):Convince to purchase in advance (parterships)Opportunity for local companiesMonitor customer satisfaction
A risk:eWOM on
Pre-trip
Post consumptio
n
Post-trip
Post decision
Xiang et al. (2014), and Munar and Jacobsen (2014).
ENTER 2015 Research Track Slide Number 14
Limitations and future directions
@ focus groups research methodology
@empirical study
@Italian young adults
@Not info about wearable devices
@New paths of research (cultures, nationalities, ages, etc.)
@Impact of wearable devices
ENTER 2015 Research Track Slide Number 15
Thanks for your attention!
For further information:
Roberta Minazzi, [email protected]
Aurelio G. Mauri, [email protected]