This study investigates model of tourist intention in the context of mobile tourism guide (MTG). We extend the innovation diffusion theory with the interaction quality construct. Partial least squares is used for data analysis. The results show four innovation characteristics such as relative advantage, compatibility, complexity and trialability significantly related to international tourists' intention to use MTG. Furthermore, the interaction quality has an impact on the relationship between lack of complexity and tourists' intention to use MTG. We propose theoretical model for mobile research and provides an important guideline for development and implementation.
Abstract. This study aims to predict the level of international tourists' intention to use MTG in the context of Thai national parks, and investigates the roles of mobile design qualities (content quality, appearance quality, and interaction quality) through perceived usefulness and perceived ease-of-use on intention. The mixed-method via exploratory sequential design is conducted this study. The qualitative approach is started in the first stage then quantitative approach is employed to analyze the large sample size. This study extends the TAM2 with mobile design qualities. The results shows the high level of international tourist' intention to use MTG. It indicates that the international tourists will intent to the mobile tourism guide (MTG), if the MTG is provided for them. The direct factors of tourists' intention are perceived usefulness, perceived ease-of-use, mobile content quality and mobile appearance quality. The most direct effect is mobile content quality. The qualities of content and appearance have the positive roles on perceived usefulness, while the qualities of appearance and interaction have the indirect effects through perceived ease-of-use on tourists' intention. The proposed model provides the body of knowledge in the context of MTG, especially the factors of international tourists' intention to use MTG.
Educational standards are extremely important to educational sector worldwide because they could be used to ensure that all students attain their educational goals. To reach high educational standards, expected learning outcomes should not only be clear, measurable, and achievable, but also should reflect the needs of stakeholders. This could assist students to achieve employability. The purpose of this paper is to develop expected learning outcomes for the Bachelor of Business Administration Program, Faculty of Humanities and Social Sciences, Prince of Songkla University (Pattani Campus), Thailand (a developing country in Southeast Asia). The development of expected learning outcomes is in accordance with the concept of outcome based education and international standards of education (such as the ASEAN University Network Quality Assurance and the Association to Advance Collegiate Schools of Business). This study collected data from the participants who were core stakeholders and non-core stakeholders using the questionnaire with open-ended questions. The categorization of stakeholders into two groups was based on the criterion used in this study. Qualitative method was adopted to thematically categorize and analyze the data. This study found that there were nine items of expected learning outcomes for the Bachelor of Business Administration Program. These expected learning outcomes included generic outcomes and subject specific outcomes that could be used to guide teaching and learning approach as well as student assessment of the program. Since the expected learning outcomes developed in this study were based on stakeholders' needs of the Bachelor of Business Administration Program located in Southernmost Thailand, they may not be generalized to other educational programs or other regions.
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