Mobile commerce applications are gaining popularity in India, especially in the contemporary context. M-tourism or mobile tourism (tourism operations using mobile devices) thus assumes importance in the tourism and travel industry. Factors influencing the symbolic acceptance as well as the intended adoption of m-tourism applications by end users are identified and the relationship between symbolic and intended adoption is examined, through modelling. The study provides valuable insights to tour operators, managers, and others to enable them to play an active role in encouraging the adoption of m-tourism by end users; it also provides insights to m-tourism app developers in incorporating features and configurations, thus facilitating m-tourism adoption.
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