如今，移動旅遊應用程序(Apps)是一種營銷工具，正在迅速開發，作為向遊客提供豐富信息並促進前往旅遊目的地的最有效方法之一。但是，移動應用程序的差異也會對旅行者的態度和意向產生重大影響。該研究的目的是評估消費者如何使用移動旅遊應用程序以及消費者如何使用這些應用程序來定向客戶訪問旅遊目的地的意向。此外，通過對旅遊應用的研究，目的地可以解決發展戰略所面臨的機遇和挑戰。研究還考慮了客戶採用旅遊應用程序是否會對客戶訪問旅遊目的地的意向產生積極影響。技術接受模型(TAM)也用作研究模型，以探索客戶採用旅遊應用程序的意向。 該研究使用了來自630位遊客的問卷調查數據來評估研究模型，並通過偏最小平方(SmartPLS 3)方法檢驗了假設。這項研究的發現表明，在決定採用旅遊應用程序和訪問旅遊目的地的意向時，電子服務景境環境和電子口碑傳播在決定採用旅遊應用程序和訪問旅遊目的地的意向方面起著主要作用。感知的易用性和感知的實用性傾向於充當中介連接的兩個中介，其可以緩解電子服務環境和電子口碑傳播對使用此類應用程序的態度的影響。考慮了不同的管理含義，包括應用差異營銷工具的應用程序，改善對使用旅遊應用程序的態度以及細分客戶以設計營銷策略。 Nowadays, mobile tourism applications (apps) are marketing tools which are rapidly being developed as one of the most effective ways to provide abundant information to tourists and facilitate access to tourism destinations. However, the difference in mobile apps also has a great impact on the attitudes and intentions of travelers. The purpose of the study is to provide an assessment both of how consumers adopt mobile tourism apps and how consumers use those apps to orient customers' intentions to visit tourism destinations. In addition, through research into tourism apps, the destinations can address and identify both opportunities and challenges from which a development strategy is developed. Besides, the study considers whether customers' adoption of tourism apps would have a positive impact on customers' intentions to visit tourism destinations. The technology acceptance model (TAM) is also utilized as the research model to explore customers' intentions to adopt tourism apps. The study uses questionnaire survey data from 630 tourists to evaluate the research model; and the hypotheses are tested via the Partial Least Squares (SmartPLS 3) method. The findings of this study reveal that the e-servicescape environment and e-Word-of-Mouth communication play main roles in deciding the intentions to adopt tourism apps and to visit tourism destinations. Perceived ease of use and perceived usefulness tend to serve as two of the moderators that can moderate the influences of the e-servicescape environment and e-Word-of-Mouth communication on attitudes towards using such apps. The different managerial implications including apps to differential marketing tools, improving attitudes towards using tourism apps, and segmenting customers in order to design marketing strategies are considered.
