The rapid proliferation of mobile phones along with the consumers' acceptance and usage has created new mobile marketing opportunities to business industry. These new technologies and communication devices emerged as new ways of conducting business known as mobile marketing. Mobile marketing allows consumers to access products and services conveniently. It has become new information and an important channel on how consumers gather, and exchange information that has created a huge potential marketing opportunities for business organizations. This development also offered marketers opportunity to promote their services and attract customers' anytime and anywhere irrespective of distance. The adoption and effective usage have been hindered by issues that bothered on consumers' trust and privacy concerns. The study found that consumer privacy risk positively influences mobile electronic marketing negatively. The study also found that consumers' trust and privacy risk will reduce the perception of risks on intention to use mobile marketing as mobile tools. It was further noted that lack of trust was found to be the major hindering factor on mobile marketing applications. To enhance consumers' trust and privacy concerns about the use of mobile marketing devices, this study suggests that personalization of services will strengthen mobile marketing among consumers'. The paper is structured into three parts: introduction, literature, a conclusion which entails marketing implications and further suggestion.
-A location-based service application is a recent innovative mobile application to travel industry. Various applications of this innovative mobile location
Tourist WTP was estimated using the contingent value method for conservation and protection of Ikogosi Warm Spring Resort in Ekiti State, Nigeria. The Warm Spring is one of Tourist WTP was estimated using the contingent value method for conservation and protection of Ikogosi Warm Spring Resort in Ekiti State, Nigeria. The Warm Spring is one of Nigeria's most beautiful environments, attracting a big number of tourists each year and serving as a significant ecotourism development location. In order to evaluate if demographic characteristics, awareness of natural resource conservation, tourist behavior, motivation, and satisfaction affect WTP, a face-to-face survey employing a questionnaire was done with two groups of tourists, domestic and international visitors to the site. The maximum amount that tourists were willing to pay was computed using the mean and median values. Multiple linear regression analysis was used to determine the factors that influence tourists' WTP. For domestic tourists, the mean and median maximum amount they were willing to pay was US$2.57 and US$2.37 respectively, and for international tourists, US$1.27 and US$1.00. Age, education, income, domicile, and nationality all had an impact on the tourists' WTP, according to the research. It has been suggested that the site's management may use these elements to segment tourists for marketing purposes in order to secure the site's long-term viability.
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