Beyond Adoption of Travel Technology: Its Application to Unplanned Travel Behaviors

ABSTRACT

The ultimate goal of information distribution for a destination marketer is to stimulate travelers to make a purchase decision. Today, travel information can be obtained by travel technology, which enables travelers to exploit on-the-move information. Navigation services for travel technology are being more broadly used across the globe by providing a wide range of en route information. This study evaluates the effects of travel information disseminated by navigation services on unplanned behaviors during trips. The results of the study illustrate that travelers who use navigation during trips are more likely to be involved in unplanned activities and, hence, will have an increase in unplanned travel expenditures. Destination marketers can partner with travel technology providers to encourage better travel experiences for tourists and generate more travel revenues for the tourism industry.

KEYWORDS:

• Information behavior
• unplanned travel behavior
• spontaneous travel expenditure
• travel technology
• navigation