Positive Expectation: a Success factor of Mobile Tourism Marketing

Abstract

Many information technology acceptance models were developed to test user acceptance of new technology. The leading model is the Technology Acceptance Model (TAM) introduced by Davis and amended by others. TAM models how users accept to use a technology. Our study focus on the use of mobile marketing in tourism in Saudi Arabia, expectation has been perceived to be an important factor affecting the use of this new mobile marketing services. This study studies the effect positive expectation has on mobile tourism marketing adoption based on an extended technology acceptance model. The study is based on a survey conducted among tourists visiting major tourism attraction sites in the Kingdom of Saudi Arabia. Statistical correlations and multiple regressions were used to test the research hypotheses. The study shows that positive expectation has a significant influence on tourists attitude to accept mobile tourism marketing.