Mobile Technology Acceptance Among Turkish Travelers

Abstract

Mobile devices, such as smartphones, have influenced people's lives more than any other technological invention in human history. Thanks to the ubiquitous nature and advantage of mobile technologies, mobile marketing has remarkable potential. A successful mobile marketing strategy is related to consumers' acceptance and use of mobile technology. Understanding the factors that affect the consumers' technology acceptance process is important in terms of developing an effective marketing strategy. As one of the rapidly growing industries around the world, tourism has always been in the frontline in terms of using the new technologies and used the advantages of the synergy generated by the technologies. In this study, which is designed based on the technology acceptance model (TAM), smartphone usage experience and the factors which affect the acceptance levels of travelers were investigated. In this study, it is aimed to determine mobile technology acceptance among Turkish travelers. Based on the results, a few managerial implications are drawn in this chapter.