The increasingly widespread use of smartphones
has “transformed the tourist experience” by altering how people
plan, experience and feel about travel, according to Dr Dan Wang
of the School of Hotel and Tourism Management (SHTM) at The Hong
Kong Polytechnic University and co-authors in a recently published
paper.
The researchers identify various beliefs and situational
and contextual factors that explain travellers’ use of mobile
technology. In short, they argue that “mobile systems have become
important tools enabling tourists to navigate an uncertain world”.
Over the past few years, according to the
researchers, smartphones have evolved into “fully functional
computers” and information technology has become “woven into the
fabric” of our everyday lives. Having a constant connection to the
internet has become an expectation, with information always
available on demand. This change in the way we access information
is particularly noticeable for travellers, as smartphones “support
tourists’ need for mobility and information/communication
on-the-go”.
In the past, the researchers explain, travel
tended to be regarded as a three-stage process involving pre-trip
planning, the trip itself and the documentation and sharing of
experiences and photos after returning home. Information
technology in general has influenced each of these stages, but
mobile services and location-based technology have the greatest
potential to influence tourists’ behaviour in all three stages.
Despite these widespread changes, the
researchers note that we still know little about how people’s
travel behaviour has evolved in response to the “increasing
penetration” of mobile technology, and how it has altered their
experience of and feelings about travel.
As a way of developing a more “holistic
understanding” of how smartphones have influenced tourism, the
researchers conducted in-depth interviews with 24 US tourists to
obtain “rich descriptions of how people actually use their
smartphones for travel”. The broad objective was to explore the
“thinking and reasoning” behind tourists’ smartphone use and their
“feelings during and after use”.
All of the tourists interviewed had taken a
minimum of three leisure trips of at least 50 miles away from home
in the past 12 months, and they each owned a mobile phone with an
unlimited data plan that allowed them to freely access the
Internet. They ranged in age from 18 to 70, although half were
aged 18 to 30.
The researchers asked the tourists about the use
of smartphones in their everyday lives and how that did or did not
change on their most recent trip. They also inquired about how
smartphone use had changed the way that travel was planned and
experienced.
The most immediately striking result of the
interviews is that the researchers identified 25 different ways in
which the tourists used their smartphones, grouping them into the
broad categories of communication, entertainment, facilitation and
information search.
The communication category included making phone
calls, sending and receiving emails and text messages and using
Facebook. The entertainment category included the most popular
activity – taking and sharing photos through social networks,
emails or text messages. It also included listening to music,
playing games, surfing the Internet and watching movies.
The researchers note that the tourists also used
their smartphones for activities such as “managing their
itineraries, checking the weather, checking-in for flights, and
purchasing tickets”. Some of them used navigation apps to find
their way around and also to “understand the environment for
safety reasons”.
Smartphones were useful both before and during
their trips, facilitating information searches on topics such as
transport, accommodation, dining and things to do. The researchers
note that Twitter was a source of information for some of the
tourists, although they seemed to use it while travelling in a
different way from in everyday life. For instance, whereas people
might normally use Twitter as a news source, while travelling it
seems to be used more as a source of information about the
destination, helping users decide where to go and what to do.
The researchers indicate that different travel
scenarios provided extrinsic motivations for smartphone use.
Smartphones were useful for meeting “spontaneous needs” such as
obtaining directions, arranging transport and accommodation and
finding things to do. Other motivations seemed to be more related
to the individual’s personality and lifestyle, including staying
connected with others, keeping informed about events elsewhere and
having fun. Some of the tourists mentioned that they gained a
“sense of satisfaction and happiness from sharing experiences with
others”. Others “actually enjoyed being in contact with work”
while travelling, because they enjoyed their jobs and wanted to
keep up-to-date with what was happening.
The tourists interviewed also had more intrinsic
motivations for using their smartphones. Some of them used their
phones just to kill time or out of habit, such as watching movies,
listening to music, playing games and checking Facebook.
“Perceived convenience” was usually the first
response when asked about the rationale for using a smartphone.
Some of the tourists mentioned that they trusted information from
Internet sources more than alternatives such as asking others. The
use of smartphones in the context of travel was also related to
their use in everyday life – those who were used to keeping in
constant touch with friends through Facebook, for instance, were
more likely to share their experiences through the site while
travelling.
As the researchers show, travel planning has
become easier with the help of smartphones. Some of the tourists
interviewed reported that they now did less pre-trip planning
because “ubiquitous Internet access” made it unnecessary to plan
everything beforehand. One interviewee, for instance, said that in
future she would search for a hotel once she arrived at her
destination, rather than book in advance. Some others, in
contrast, found that they planned more than ever, with the ease of
accessing the Internet through smartphones meaning they could plan
their trips during work breaks, at lunchtimes and while commuting.
Smartphones certainly seem to have made travel
itineraries more flexible. The tourists mentioned that their
phones helped them to change plans while travelling if “planned
activities did not meet their expectations”, and to take advantage
of last-minute deals and enjoy spontaneous activities. The ease of
uploading photos and updating social network sites during trips
has also changed tourists’ behaviour once they return home,
because in the past they would have waited until after the trip to
share their photos and experiences with family and friends.
The researchers argue that smartphones allow
travelling users to feel more “connected” and less isolated
because they can keep up “the routines of communication” such as
checking emails. Constant Internet access also seems to make users
feel “less stressful” and “more secure” while travelling, such as
by keeping them updated on flight changes. The interviewed
tourists also mentioned that travelling with a smartphone was more
fun because they could watch movies or play games when they had
nothing else to do, such as while waiting for flights.
Given the significant ways in which smartphones
are now used to enhance the travel experience, the researchers
clearly show that “tourists carry parts of their everyday
experience (e.g. habits, hobbies, personality)” over to trips.
Indeed, they argue convincingly that travel is now “a ‘special
stage’ for technology use whereby everyday use of technology
influences the use of technology during travel”.
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Have Transformed Tourist Experience.
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