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Users Acceptance Of Location-Based Marketing Apps In Tourism Sector: An Exploratory Analysis

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Mobile devices are the most used technology tools to access the Internet since they allow access from anywhere. This possibility has prompted companies to focus, to a greater extent, strategies based on geolocation marketing. Geolocation is a tool through which people or places can be located and have very diverse functionalities and applications. LocationBased Services (LBS) allow businesses to incorporate these types of tools into their digital marketing strategies. Social networks based on location services (LBSNS or Location-Based Social Network System) allow businesses to access information on the location of customers in real time. The present study provides more information on LBS and geolocation marketing, also known as geomarketing, analyzing the utility and benefits that this tool has to digital marketing and social networks and the importance of its technological adoption. To achieve this objective, a thorough review of technology adoption literature was carried out and a series of interviews were made with experts and professionals in its two aspects: digital marketing and information technologies. The results show the way in the tourism sector, these tools are managed, the means in which they are active, the LBS systems used, the utility and benefits they perceive from them, as well as the importance and efforts that they dedicate to them. This study reaches relevant conclusions for tourism professionals interested in incorporating LBS and geomarketing strategies into their businesses, as well as researchers interested in the behavior in Location-Based Services.

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  • Palos-Sanchez, Pedro & Saura, Jose Ramon & Reyes-Menendez, Ana & Esquivel, Ivonne Vásquez, 2018. "Users Acceptance Of Location-Based Marketing Apps In Tourism Sector: An Exploratory Analysis," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 6(3), pages 258-270.
    • Handle: RePEc:ris:jspord:0974
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    1. Fátima Farinha & Miguel José Oliveira & Elisa M. J. Silva & Rui Lança & Manuel Duarte Pinheiro & Cátia Miguel, 2019. "Selection Process of Sustainable Indicators for the Algarve Region—OBSERVE Project," Sustainability, MDPI, vol. 11(2), pages 1-24, January.
    2. Jose Ramon Saura & Pedro Palos-Sanchez & Antonio Grilo, 2019. "Detecting Indicators for Startup Business Success: Sentiment Analysis Using Text Data Mining," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    3. Raheleh Hassannia & Ali Vatankhah Barenji & Zhi Li & Habib Alipour, 2019. "Web-Based Recommendation System for Smart Tourism: Multiagent Technology," Sustainability, MDPI, vol. 11(2), pages 1-18, January.
    4. Gonzalo Wandosell & María Concepción Parra-Meroño & Raul Baños, 2019. "Online Store Locator: An Essential Resource for Retailers in the 21st Century," Social Sciences, MDPI, vol. 8(2), pages 1-13, February.
    5. André Samora-Arvela & Jorge Ferreira & Eric Vaz & Thomas Panagopoulos, 2020. "Modeling Nature-Based and Cultural Recreation Preferences in Mediterranean Regions as Opportunities for Smart Tourism and Diversification," Sustainability, MDPI, vol. 12(1), pages 1-15, January.
    6. Panagiotis Vaitsis & Socrates Basbas & Andreas Nikiforiadis, 2019. "How Eudaimonic Aspect of Subjective Well-Being Affect Transport Mode Choice? The Case of Thessaloniki, Greece," Social Sciences, MDPI, vol. 8(1), pages 1-19, January.

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    More about this item

    Keywords

    Location-Based Services (LBS); Geomarketing; Digital Marketing; Social Networks; Location; Technology Adoption.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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