南華大學機構典藏系統:Item 987654321/25676
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    請使用永久網址來引用或連結此文件: http://nhuir.nhu.edu.tw/handle/987654321/25676


    題名: 觀光業的行動行銷：行動應用程式之使用行為對消費者觀光造訪意圖之影響
    其他題名: Mobile Marketing in Tourism: Adoption of Customers on Mobile Application for Tourism Destination Visiting
    作者: 陳光明
    TRAN, QUANG-MINH
    貢獻者: 企業管理學系管理科學碩博士班
    廖英凱;吳萬益
    LIAO, YING-KAI;WU, WAN-YI
    關鍵詞: TAM;Tourism Marketing;Mobile Application Adoption;E-Service Scape;Word of Mouth
    日期: 2017
    上傳時間: 2017-12-06 15:46:38 (UTC+8)
    摘要: 　　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.
    顯示於類別:[企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班

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