Technology is developing rapidly, which introduces the smartness to all communities and organizations. In recent year, although mobile marketing has produced an interest between academics and practitioners, Short Message Services (SMS) and Multimedia Message Services (MMS) now are ineffective when most of mobile users have little interested in. To take advantages from the development of smartphone for purpose introducing an efficient marketing technique for tourism industry, this study demonstrates how customers adopt mobile tourism application. Afterward, destinations through exploring tourism applications in destination and addressing both opportunities and challenges it possessed, and study examines whether the application adoption of customers would affect positively to their intention to visit tourism destinations. This study combines Technology Acceptance Model (TAM) and Stimulate-Organism-Respond (SOR) theory as the foundation to address the consumers' adoption of mobile application. The interaction effects of E-servicescape and Word-of-mouth on the impact of online environment stimuli to inner organism are also discussed in this study. It also concluded some of the implications of the findings on theory and practice, which can provide some ideas for tourism marketers and mobile application designers, and travel agencies.
