Travel Reference
In-Depth Information
Conclusions
Smartphones are very rapidly becoming the preferred choice for consumers amongst mobile
platforms. In addition, tablet and mini-tablet computers create an enhanced sense of mobility for
all forms of human-computer interactions for the future. Their enhanced mobile functionality
based on 3/4G WAP protocols, wifi and GPS make their potential to impact on tourist
experiences in situ very powerful. However, research on smartphone use (and types of
applications) in tourism is still emerging, and has largely focused either on the technical aspects
of their use (Abowd
et al
. 1997), the development of prototypes (Poslad
et al
. 2001) and
enhancement of experiences through service development (Schoning
et al
. 2008). However,
more recent analyses have applied a sociological lens to address how smartphones may impact on
the essential qualities of tourist experiences (White and White 2007; Tussyadiah and Fesenmaier
2009; Gretzel 2010).
A number of studies such as the one outlined here have sought to understand the implications
of smartphone applications on the tourist experience (Wang, Park and Fesenmaier 2011) and
their uses at different stages of the experience (Wang and Xiang 2012). These studies concur that,
presently mobile applications seem to have most relevance to users for information provision
during the trip. Mobile applications increase the opportunity for spontaneity, decrease the need
for forward planning and improve service delivery through information that is contextually
relevant, in real time. However, in terms of information provision, this is not necessarily all
positive. Tourists may become dependent on their phones and social interaction may decrease,
leading to more superfi cial experiences within destinations and local cultures (Gretzel 2012).
Guidebooks written by 'authoritative' voices may disappear in favour of superfi cial, user-
generated evaluations. Information will remain a key need to enrich tourist experiences, but
there is a need for quality information, that is impartial and reliable as well as merely convenient.
Additionally, there are potentially important implications for destination marketing
organisations (DMOs). These include a better understanding of how, what types and when
tourists access information and services within the destination. Survey respondents highlighted
that they relied on the Internet for information in the destination via a range of channels, which
suggests a diminishing role of Tourism Information centres as key contact points for tourists
during their trips compared to online information. Smartphones will radically change the ways
in which tourists access information, book tickets for events and/or accommodation in
destinations, including the timing of bookings. DMOs need to develop strategies to manage
their inventories effectively and develop business models accordingly.
This study found that future users found that applications which were related more to behav-
ioural aspects of experience potentially more appealing than current users. Some applications,
such as location-based gaming and social networking applications offer the opportunity for new
value creation in destinations, which could alter tourists' behaviour and emotional experience.
Mobile applications potentially enable new authentic experiences of destinations through
recommendations provided by local people and/or other tourists. They open up possibilities
for interactions, for serendipitous experiences which take tourists 'off the beaten track', by pro-
viding content-rich recommendations delivered through crowd-sourced online information
(Gretzel 2010). Yet for tourism marketers, more research is required about what tourists' needs
are from smartphones, whether it is for functional (information), social or experiential applica-
tions. It may be possible to identify different segments based on smartphone use, and services can
be developed accordingly.
Tan
et al.
(2007) warn that mobile services need to be user-oriented and based on what
customers need otherwise there is a risk of them being overwhelmed. There may be great
