Mobile Tourism Services and Technology Acceptance in a Mature Domestic Tourism Market: The Case of Switzerland

This paper presents a literature-based and survey-based investigation of a technology acceptance model (TAM) in order to better understand users’ acceptance of mobile services in a mature tourism market (Switzerland). Data from a survey (n=588) were used to estimate a conceptual model using structural equation modelling. Findings show that perceived usefulness followed by perceived ease of use, self-efficacy and social influence drive the behavioural intention to use mobile tourism services. The behavioural intention to use mobile tourism services strongly drive mobile tourism services usage, whereas cost decrease the effective usage. Based on the findings the paper concludes that service providers should overcome the negative impact of costs in order to provide the tourists a more convenient and efficient stay in their destination.