Examining the Factors Affecting Perceived Enjoyment and Usage Intention of Ubiquitous Tour Information Services: A Service Quality Perspective

With the advances in mobile technologies, the ubiquitous tour information service has been emerging as a new solution for providing tour information. This study examined the effects of ubiquitous tour information service on perceived enjoyment and usage intention by tourists. The study begins with a preliminary survey of mobile device users' motives and perceptions of usage, followed by a review of the related literature. The measurements were derived from this process. The demonstrative analysis results classify the quality of ubiquitous tour information service into four categories: system quality, information quality, interface design, and convenience. Before analyzing the data, an exploratory factor analysis for reliability and validity assessment was conducted. Whereas the factors of interface design and convenience did not have a significant impact, the remaining two factors, system quality and information quality, impacted users' perceived enjoyment to a much greater extent. The four categories of ubiquitous tour information service were shown to affect usage intention. Of the four factors, system quality was found to have the highest impact on usage intention, followed by convenience, interface design, and information quality, in that order. The association between perceived enjoyment and usage intention was also supported. Based on the results, academic and managerial implications are discussed.