Exploring Tourist Satisfaction with Mobile Experience Technology

[Abstract] Wireless access with handheld devices is a promising addition to the WWW and traditional electronic business. Handheld devices provide convenience, portable access, and large amounts of information to travelers. Tourism presents considerable potential for the use of new mobile technologies; however, limited research exists on mobile users’ perspectives with regard to satisfaction towards mobile technology. There is a need to develop an understanding of travelers’ satisfaction with mobile commerce in order to gain optimum competitive advantage. In this paper, we adapted and developed the American Customer Satisfaction Model (ACSM) to m-commerce in the tourism industry. The results of this study suggest that the degree of perception and perceived value are key factors affecting mobile travelers’ satisfaction with their mobile experiences. Satisfaction, in turn, influences the extent of intention to continue to use mobile devices during travel. The study concludes with recommendations based on our findings, as well as provides directions for future research.