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http://dx.doi.org/10.5392/IJoC.2014.10.2.028

A Study on the Use of Rural Community Tourism Information Services via Smartphones -Focused on The Theory of Planned Behavior-  

Ko, Eun Kyo (Dept. of Social Welfare Nambu University)
Lee, Seung Hyun (Dongshin University)
Publication Information
International Journal of Contents / v.10, no.2, 2014 , pp. 28-36 More about this Journal
Abstract
This study attempted to suggest a strategy for providing rural community tourism information services using smartphones. Study subjects were men and women among 300 who currently use smartphones. Empirical analysis was done on 249 of the 300 subjects. Upon verification of the effect factors of adults' smartphone usage and rural community tourism information services usage, they were both statistically significant based on Ajzen's(1991) Theory of planned behavior. Hence, behavior, subjective norms, perceived behavioral control should be augmented in order to increase smartphone usage behavior to access rural community tourism information services. Especially, behavioral intent and usage behavior was increased proportionately to behavioral control. We suggested that plans to provide applications free of charge and building a social consensus on utilizing rural community tourism information are important in achieving such status.
Keywords
Smartphone; Rural Community Tourism Information; TPB;
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