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The Importance Performance Analysis of Taiwan Tourism Mobile Marketing
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(2017). The Importance Performance Analysis of Taiwan Tourism Mobile Marketing. Journal of Tourism Management Research, 4(1): 12-16. DOI: 10.18488/journal.31/2017.4.1/126.96.36.199
The growing power of the Internet, mobile technology and smart phones
has offered new marketing services in tourism industry. Mobile marketing
services becomes the most important factor in creating of marketing
strategies. This study consider tourism mobile marketing application
types in six major aspects: transportation, accommodation, food, tour,
community and other, combined with Technology Acceptance Model of
usefulness, ease of use and interesting; Analyze of the satisfaction and
importance of users by Importance Performance Analysis (IPA). The
results showed: user perception of each application in tourism mobile
marketing, important susceptibility is higher than satisfaction; ease of
use is the most important; real time and correct information are
important, but not in good satisfactory, should be in the most need to
This study contributes in the existing literature to examine tourism
mobile marketing application types in Taiwan, consider those application
types in six major aspects, analyze the satisfaction and importance of
users by Importance Performance Analysis (IPA).