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

• Published in: International JOURNAL OF CONTENTS Vol. 10; no. 2; pp. 28 - 36
• Main Authors: Ko, Eun Kyo, Lee, Seung Hyun
• Format: Journal Article
• Language: English
• Published: 한국콘텐츠학회 28.06.2014
• Subjects: 컴퓨터학
• ISSN: 1738-6764; 2093-7504
• DOI: 10.5392/IJoC.2014.10.2.028

This study attempted to suggest a strategy for providing rural community tourism information services using smartphones. Studysubjects 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, theywere both statistically significant based on Ajzen's(1991) Theory of planned behavior. Hence, behavior, subjective norms, perceivedbehavioral control should be augmented in order to increase smartphone usage behavior to access rural community tourisminformation services. Especially, behavioral intent and usage behavior was increased proportionately to behavioral control. Wesuggested that plans to provide applications free of charge and building a social consensus on utilizing rural community tourisminformation are important in achieving such status. KCI Citation Count: 0