Mobile Tourism Guide in the Context of Thai National Parks: The Effects of Mobile Design Qualities in TAM2

¹ Faculty of Science ICT, Prince of Songkla University, 90112 Songkla, Thailand
² Faculty of Humanities and Social Sciences, Prince of Songkla University, 94000 Pattani, Thailand

Abstract

This study aims to predict the level of international tourists’ intention to use MTG in the context of Thai national parks, and investigates the roles of mobile design qualities (content quality, appearance quality, and interaction quality) through perceived usefulness and perceived ease-of-use on intention. The mixed-method via exploratory sequential design is conducted this study. The qualitative approach is started in the first stage then quantitative approach is employed to analyze the large sample size. This study extends the TAM2 with mobile design qualities. The results shows the high level of international tourist’ intention to use MTG. It indicates that the international tourists will intent to the mobile tourism guide (MTG), if the MTG is provided for them. The direct factors of tourists’ intention are perceived usefulness, perceived ease-of-use, mobile content quality and mobile appearance quality. The most direct effect is mobile content quality. The qualities of content and appearance have the positive roles on perceived usefulness, while the qualities of appearance and interaction have the indirect effects through perceived ease-of-use on tourists’ intention. The proposed model provides the body of knowledge in the context of MTG, especially the factors of international tourists’ intention to use MTG.