Beyond Adoption of Travel Technology: Its Application to Unplanned Travel Behaviors

Abstract

The ultimate goal of information distribution for a destination marketer is to stimulate travelers to make a purchase decision. Today, travel information can be obtained by travel technology, which enables travelers to exploit on-the-move information. Navigation services for travel technology are being more broadly used across the globe by providing a wide range of en route information. This study evaluates the effects of travel information disseminated by navigation services on unplanned behaviors during trips. The results of the study illustrate that travelers who use navigation during trips are more likely to be involved in unplanned activities and, hence, will have an increase in unplanned travel expenditures. Destination marketers can partner with travel technology providers to encourage better travel experiences for tourists and generate more travel revenues for the tourism industry.

What Triggers Travel Spending? The Impact of Prior Spending on Additional Unplanned Purchases

“…Travel behavior used to be recognized as an activity involving deliberation and considerable planning, with travelers developing their plans before their trips (Hwang and Fesenmaier 2011; Kah and Lee 2014). Making travel arrangements and purchasing core tourism products and services were associated with planning (Brida and Tokarchuk 2017; Crompton 1992; Laesser and Dolnicar 2012).…”

“…Studies of the inconsistency between planned and actual behavior in tourism have been conducted since the 1980s (Chang, Stansbie, and Rood 2014; Hwang and Fesenmaier 2011; Kah and Lee 2014; March and Woodside 2005; Stewart and Vogt 1999). These studies have found that in contrast to most travel behavior models, unplanned visits are a substantial element of travel for pleasure and contribute a great deal of revenue to the local economy.…”

“…These studies have found that in contrast to most travel behavior models, unplanned visits are a substantial element of travel for pleasure and contribute a great deal of revenue to the local economy. Prior studies have provided evidence that unplanned travel increases travelers’ opportunities to spend money (Kah and Lee 2014; Perdue 1986; Tyrrell and Johnston 2003).…”

“…Many tourists regard shopping as one of their main reasons for traveling (Brida and Tokarchuk 2017; Timothy and Butler 1995). Several tourism researchers have sought to determine the relationship between prior planned and actual behavior to predict the latter (March and Woodside 2005) because unplanned activities create additional revenue for the local economy (Kah and Lee 2014; Perdue 1986; Tyrrell and Johnston 2003).…”

Exploring “Planned Serendipity” and On-site Information Behavior on Smartphones

“…With their portability and constant connectivity, smartphones have a great influence over tourists' on-site information behavior. Mobile technologies have changed the way tourists plan their trips, highlighting the importance of research into unplanned behavior [1]. Gretzel, Zarezadeh, Li and Xiang [2] have called for theoretical advancements that can take into account new and emerging technologies.…”