TY  - EJOU
AU  - 
T1  - The Importance Performance Analysis of Taiwan Tourism Mobile Marketing
T2  - Journal of Tourism Management Research

PY  - 2017
VL  - 4
IS  - 1
SN  - 2313-4178

AB  - 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 
improve.
KW  - Tourism mobile marketing
KW  - User perception
KW  - Importance performance analysis.
DO  - 10.18488/journal.31.2017.41.12.16