Factors Influencing Adoption of Mobile Services by Tourists from Tehran (Based on UTAUT)

Abstract
 
Introduction: During the last 50 years, tourism, as a new industry, revealed a considerable potential for economic development; So that the international receipt for this newly developed but popular industry was US$ 1159 b. in 2013, declared by UNWTO. On the other hand, the emergence of mobile technology paved the way to use and provide new services. Therefore, many nations and governments seize the opportunity to offer more appropriate services, yet looking for other tactics to encourage the users to adopt mobile services. The present study aims to explore a conceptual framework that explains the factors influencing tourist acceptance of mobile services.
Methodology
A survey methodology was used to gather data for this descriptive research. The participants include the domestic tourists visiting Tehran tourist attractions (Sa’ad-Abad Complex, Golestan Complex, Milad Tower, Ghasr Complex, and 27^th International Book Fair). Convenience sampling was used and data was collected by a questionnaire which was comprised of two different sections: in the first part consisting of 11 questions, participants were required to provide the demographic information, and the second section consisted of 30 questions, tries to explore the factors underlining the impact of mobile services adoption. Cronbach’s alpha was calculated to explore the reliability of the questionnaire. Then, the data analysis was done through Structural Equation Modeling technique (SEM), confirmatory factor analysis, and Pearson correlation technique.
Discussion and Results
 According to the findings of this research, three out of six initial hypotheses were accepted. In other words, the relationship between tourists’ perceptions (of usefulness, ease of use and trust), and their intention to use mobile services and also the relationship between their self-efficacy and their intention the services was significant. Furthermore, a significant relationship between tourists’ intention to use mobile services and the adoption of the so called services was discovered. However, the relationship between social influences and intention to use mobile services, speed of connection and their intention, and tourists’ intention to use mobile services and their adoption was not significant.
Conclusion
Tourists’ perceptions (perceived usefulness, perceived ease of use, and perceived trust) and their self-efficacy positively influence their intention to use mobile services, which influence the adoption of these services. However, social influences, speed of connection and costs have no impact on tourists’ intention and use of mobile services.